Last month my colleague, Trish Wheaton, described “a new global vanguard of consumers with co-existing values and traits [who] care about the planet and … love to shop” as the new group around which to shape the sustainability narrative. Who are these consumers? I took a deeper dive to define their values, and discover what marketers and sustainability officers can do to better connect with them.
This was a great read and some interesting insight into the emerging target market. As a member of Generation World, I tend to agree with and stand behind the conclusion that young people are making deliberate consumer decisions based on brand stewardship. I find myself more often relating to and purchasing from brands that I can feel good about supporting. These brands often include an eco-friendly factor or a dedication to social responsibility. I would love to encourage other that aren’t necessarily a part of generation world to emulate this premeditated consumer thought process. Buying with intent is now more important than ever to the global economy as well as to the environment.