Bridging the Gap: How Brands Can Align with the Conscious Consumer Movement
The latest Conscious Consumer Report by Public Inc. unveils an alarming disconnect between consumers’ aspirations for sustainable choices and their actual purchasing habits. While a staggering 76% of shoppers express a desire to support sustainable brands, these values only translate into 38% of their actual purchases. This striking disparity highlights a critical challenge—often referred to as the "say-do gap"—that brands must confront to thrive in today’s eco-conscious marketplace.
Understanding the Conscious Consumer’s Dilemma
The Conscious Consumer Report, a collaborative effort by Public Inc. and Ipsos, sheds light on a significant barrier hindering conscious consumerism: confusing sustainability claims. Nearly 49% of consumers abandon potential purchases due to unclear or misleading messages regarding a product’s sustainability attributes. This sentiment is particularly pronounced among highly engaged conscious consumers, with an overwhelming 87% expressing frustration over unclear claims.
“Brands are falling short,” says Phillip Haid, CEO and founder of Public Inc. “To catalyze conscious consumerism, we must simplify sustainability language and emphasize immediate, personal benefits rather than inundating consumers with abstract, aspirational messages." In an age where consumers increasingly prioritize authenticity and responsibility, businesses must reimagine their approaches to connect meaningfully with their audience.
Segmenting the Conscious Consumer Landscape
The study categorizes consumers into five groups based on their commitment to value-driven shopping:
- Sustainability Stewards (9%): Committed to sustainable purchases 80-100% of the time.
- Conscious Shoppers: Regularly seek sustainable options but may not be fully dedicated.
- Neutral Parties: Make occasional conscious choices.
- Apathetic Actors (31%): Do not consider sustainability in their shopping habits.
Understanding these segments allows brands to tailor their strategies effectively. The report reveals that every consumer, regardless of their purchasing frequency, can be encouraged to opt for sustainable products through clear messaging that aligns with their immediate needs.
Key Takeaways for Brands
Here are some crucial insights from the report that brands can leverage to bridge the say-do gap and resonate with consumers:
1. Simplify Sustainability Claims
Using clear and simple language is paramount. Focus on direct benefits—for example, instead of stating “energy-efficient,” say “reduce your energy costs.” This straightforward approach demystifies sustainability.
2. Highlight Immediate Benefits
Consumers are more responsive to immediate advantages—think durability and health benefits—rather than abstract future gains. Make the case for how sustainable choices can enhance their lives today.
3. Align with Personal Needs
Impact claims should resonate with personal priorities rather than abstract collective goals. This connection makes sustainable choices more relatable and compelling.
4. Promote Durability and Performance
Link sustainability to product effectiveness, safety, and longevity. Shoppers are more likely to invest in products they perceive as valuable and reliable.
5. Reach the Apathetic Actors
While the Apathetic Actors may not currently align with sustainability-driven choices, they can still be influenced by claims about local sourcing and clean ingredients.
The Path Forward for Marketers
"Our data indicates that consumers respond better to straightforward language emphasizing the immediate impacts of sustainable products,” remarks Caleigh Farrell, Vice President of Research at Public Inc. “Ignoring the reality that consumers prioritize their self-interest could stall the growth of the sustainable economy right when we most need it."
The full report offers actionable insights for businesses looking to balance the demands of sustainable and conventional products. Brands are urged to reevaluate their messaging, connecting sustainability claims to real-world values and the everyday needs of consumers.
Methodology
This report is based on a 2024 survey conducted by Ipsos, covering more than 3,000 consumers across the US and Canada. The surveyed data, gathered from July 11-24, 2024, was nationally representative, ensuring diverse insights into consumer behaviors and attitudes.
In an era increasingly defined by conscious consumerism, brands have a unique opportunity to create meaningful connections with their audience while contributing to a more sustainable future. By embracing clarity in messaging and aligning with consumer values, they can turn the tides of the "say-do gap", ultimately driving growth in the sustainable economy. For further insights, you can check out the Conscious Consumer Report.
