Conscious Consumers Prefer Natural Products and Transparency

Sept. 16, 2010 - PRLog -- In November 2007, the Conscious Consumer Report by BBMG reported results from the first major study to combine field observations with a national survey on purchasing behavior and social values.  The results showed that increasingly conscious consumers want companies to be transparent about their practices, and accountable for their impact on people and the planet.

According to the inaugural BBMG Conscious Consumer Report, nearly 9 in 10 Americans say the term “conscious consumer” describes them well and that they are more likely to buy from companies that manufacture energy efficient products (90%), promote health and safety benefits (88%), support fair labor and trade practices (87%), and commit to environmentally-friendly practices (87%), if products are of equal quality and price.

Conducted by branding and marketing agency BBMG, in conjunction with research partners Global Strategy Group and Bagatto, the report combines research in three U.S. markets with a national survey of 2,007 adults to reveal how companies can reach, inspire and motivate today’s savvy and values-driven consumers.

“Many companies are honestly looking to engage in sustainable business practices and become more socially responsible,” says Raphael Bemporad, founding partner of BBMG. “But in a world of green clutter, conscious consumers expect companies to do more than make eco-friendly claims. They demand transparency and accountability across every level of business practice.”

FIVE VALUES DRIVE CONSCIOUS CONSUMERS

Researchers discovered five core values driving the nation’s more socially-minded consumers:

Health and Safety.
Conscious consumers seek natural, organic and unmodified products.  They avoid chemicals or pesticides and look for standards and safeguards to ensure the quality of the products they consume.

Honesty.
Conscious consumers reward companies that are honest about processes and practices, authentic about products and accountable for their impact on the environment and larger society.

Convenience.
Conscious consumers are practical about purchasing decisions, balancing price with needs and desires and demanding quality. They want to make decisions that fit their lifestyles and budget.

Relationships.
Who made it? Where does it come from? These consumers want more meaningful relationships with the brands in their lives. They seek out opportunities to support the local economy when given the chance, want to know the source of the products they buy, and desire more personal interactions when doing business.

Doing Good.
Finally, conscious consumers are concerned about the world and want to do their part to make it a better place. From seeking out environmentally-friendly products to rewarding companies’ fair trade and labor practices, they are making purchasing choices that can help others. These consumers want to make a difference, and they want brands to do the same.

Trust matters. At a time of extreme clutter (messages, labels, products), conscious consumers are prizing transparency, accountability and authenticity more than ever. They are looking for deeper, more meaningful relationships.

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