Connecting with the Conscious Consumer

The evidence is in. Are you on board?

Over the past several posts I’ve talked about the momentum building behind the Conscious Consumer. Leaving each time a few sprinkles of evidence and some supposition on my part. Over the weekend I was thinking that it was time to go back to basics and look at some of the facts that really demonstrate that this momentum is for real and that an overwhelming number of American consumers have conscious behavior and actions on their mind.

Let’s start with the Natural Marketing Institute (NMI.) In 2011, the NMI published segmentation information regarding the LOHAS consumer and the “more Conscious Consumer”. In the study they identified that 83% of the U.S. population is at a minimum waste-conscious, practical and rational when it comes to “getting greener”.

56% of U.S. consumers are already participating frequently in more conscious and sustainable behavior. With the most active LOHAS representing 18%. With these kinds of numbers I think it’s fair to say that ball is moving, and gaining momentum fast.

Supporting this is information from Packaging Digest that indicates that the percent of shoppers by store who currently buy organic foods and beverages is at a minimum: 33% for a Waldbaum’s and Dominick’s shopper, 48% for a Trader Joe’s shopper and 60% for a Whole Foods shopper. Other supporting facts are that:

  • 73% agree that each of us has a personal obligation to do what we can to be environmentally responsible
  • 64% agree that companies should help them become more environmentally responsible
  • The same number, 64%, agree that they would buy more environmentally friendly products if they were less expensive
  • 56% say that they are more likely to purchase a product from a company that is environmentally friendly

We all know that saying you would do something and actually doing it are two different things. But I think it’s fair to say that change is afoot and this audience is well worth not only studying, but also worth aligning your values, products and services to match their state. And remember, the environment is just one of several categories that they are interested in.

So as you develop your plans for future marketing initiatives ask yourself:

  • What do I know about this audience?
  • What is my timetable to learn more?
  • Where can my brand connect with where they are?
  • What products should I consider developing to support this growing market?

As I mentioned in one of my initial posts, the Conscious Consumer train is leaving the station. Are you on board?