A 2020 survey by IBM found that over 70% of consumers would pay a 35% premium for sustainable, environmentally responsible brands. Every choice a consumer makes—from preferring eco-friendly packaging to selecting fair-trade products—sends a message about the values they stand behind.
That very thought is the core of the Conscious Consumerism movement: a mindful approach that involves making more thoughtful purchasing decisions, often with the goal of consuming less and prioritizing sustainability.
Consumers are sending a clear message with their purchasing choices: values matter.
Here’s how businesses can respond:
1. Embed Sustainability into Your Core Operations
- Assess Environmental Impact: Begin with a thorough review of your company’s environmental footprint. Set concrete goals to reduce waste, emissions, and resource use. Consider sustainable alternatives in packaging, product materials, and energy sources.
- Create a Sustainability Roadmap: Consumers appreciate transparency about your goals and progress. Develop a roadmap with measurable milestones and share updates regularly, both to demonstrate commitment and to inspire others in the industry.
A leader in this is IKEA. Their sustainability roadmap, People & Planet Positive, targets becoming a circular and climate-positive business by 2030. The roadmap sets milestones for renewable materials, energy efficiency, and reducing the environmental impact of their products.
2. Focus on Transparent and Ethical Supply Chains
- Partner with Responsible Suppliers: Work closely with suppliers who prioritize fair labor practices, ethical sourcing, and sustainable materials. Prioritizing these partnerships shows customers that your values extend throughout your supply chain.
For example, Patagonia, Inc.’s supply chain is vetted for fair labor practices, environmental impact, and safe working conditions. It also partners with suppliers that use renewable energy sources and provide safe, fair labor practices in all steps of production.
- Offer Traceability: Empower customers to learn about your products’ origins by providing a clear view of their journey from raw materials to finished goods. Brands like Everlane, Inc., and Patagonia, Inc., have found success by making transparency a part of their brand promise.
3. Engage in Open, Values-Driven Communication
- Highlight Your Purpose and Impact: Communicate how your company’s values shape your products, policies, and community involvement. Share stories about your team’s efforts and the positive impact your initiatives are making.
Several companies are already doing this. Ben & Jerry’s, Inc., takes it one step further through its Values-Led Sourcing program that highlights these values in product choices, such as sourcing fair-trade certified ingredients.
An image on the Ben & Jerry’s website on Value-Led Sourcing
- Encourage Feedback and Dialogue: Conscious consumers want to feel heard. Invite feedback, answer questions openly, and make improvements based on customer insights. Consider platforms like social media or dedicated forums to foster two-way communication.
4. Prioritize Quality and Long-Term Value Over Volume
- Shift Toward Durable, High-Quality Products: Conscious consumers are increasingly drawn to products that last. Focus on creating durable items that stand the test of time and encourage a more mindful approach to consumption.
Promote Repair, Reuse, and Recycling Initiatives: Offer repair services, take-back programs, or recycling initiatives that give products a second life and reduce waste. Companies like Levi’s (Levi’s Strauss & Co.) have established loyalty by creating the Levi’s Tailor Shop which offers repair and customization services to help customers extend the life of their clothing. The brand also encourages customers to recycle their denim through in-store collection points.
A Levi’s Tailor Shop Storefront
5. Support Community and Social Initiatives
- Invest in Community Programs: Contribute to local or global initiatives that align with your brand values, whether it’s supporting education, climate action, or healthcare. This not only strengthens your brand’s reputation but also aligns with consumers who value social responsibility.
Through its 1-1-1 model, Salesforce, Inc., commits 1% of its equity, 1% of its employee time, and 1% of its products to charitable causes. This model has led to significant investments in education, equality, and environmental programs globally.
- Empower Employees to Make an Impact: Offer employees opportunities to participate in community service, volunteer days, or matching donation programs. Customers appreciate companies that take care of their teams and communities.
For business leaders, embracing conscious consumerism is an opportunity to lead with purpose and create lasting change. By embedding sustainability, transparency, and community values into every aspect of operations, companies can meet the demands of conscious consumers and set themselves apart as ethical market leaders. In doing so, they foster trust, inspire loyalty, and contribute meaningfully to a more sustainable and just marketplace—a true win for both business and society.