Businesses can track when customers vote with their feet but may struggle to find the why behind the walk away. One reason that once-loyal customers disappear is more likely about a conscious choice than fickle buying habits.
These Conscious Consumers make buying decisions based on the positive social, economic, and environmental impact of a product or service.
From Gen Z to Baby Boomers, many consumers care more about the why and how a product is made than the number on the price tag. If a brand doesn’t intentionally connect with followers’ values, it’s likely sales may drop as much as forty percent according to a study by IBM Institute for Business Value.
Conversely, conscious companies that communicate their authentic focus on natural, organic, or sustainable products and practices have opportunities to build revenue. Nielsen findings show the trend in eye-opening numbers:
- 41 percent of global customers said they would pay more for organic/natural products;
- 73 percent of folks around the world said they would change consumption habits to reduce environmental impact;
- $150 billion in revenue will come from this sustainably-minded crowd by the end of this year.
To communicate to this conscious crowd, share early and often the following about your product or service:
- Where it is sourced.
- How it is made.
- How it is delivered/distributed.
- What packaging is used.
- How employees are treated (environment/pay).
- How it fulfills your company mission.
- What value it provides to the individual, the community, or the planet.
- How a purchase positively impacts a community or the world.
Local companies are at a distinct advantage to sync with these seekers of sustainability. Here are 10 ways to make the conscious connection:
- Share your founding story and the relationships within the community.
- Show how you give back to the community — its schools, non-profit organizations, and employees.
- Watch for a shift in community need or focus for a certain purpose such as poverty, pollution, school supplies, or mental health, and direct additional resources to help in the effort.
- Highlight your quick and mindful distribution of products.
- Ask customers how they would like to see your company give back.
- Promote a give-back connection. For each $5 spent, your business gives a percentage to a local organization.
- Seek input from loyal customers on new products in which they have gained interest. Sell those products or highlight how yours connect with the same value.
- Highlight your people, their values, and why they support your business.
- Serve on community boards that serve a wide range and age of people and purposes.
- Actively and consistently promote the how, why, where, who and what of your company.
Another tip to attract local, regional and global-minded group from the IBM study:
Conscious consumers shop when and where the mood strikes them, in what are called “micro-moments” while performing other tasks when they may discover a “micro-need”.
Let Poole Communications help connect your company to these mico-needs at the right micro-moment to achieve macro results! We can help you maintain and grow your relevance with the rising opportunities among conscious consumers.
©2021 Poole Communications
Use Chatbots to grow your business.
Meet Cathy. She is cheery, has the patience of a saint, is freakishly knowledgeable about your business, works 24/7, anticipates customers’ needs, and knows when to ask questions and when to leave people alone.
Right now Cathy is charming the pants off your competitor’s customers. Darn you, Cathy!
Whoa, no need to get chippy. Cathy can work for you too. In fact, Cathy is in the market for a new gig and you can snag her for free.
Cathy is a Chatbot. And in an hour from now, she can be chatting with new leads on your website and Facebook page.
Really. No heavy tech lifting or pricey software. And P.S., customers expect Chatty Cathys.
Sixty-three percent of people surveyed by Oracle
said they prefer to message with chat bots and it’s because of the many benefits
Cathy offers including 24/7 service and instant answers.
In 2020, chatbots will drive 85% of customer service
, and why not? Just think of it, while Cathy is chatting up customers, answering routine questions and presenting new products and services based on their needs you are planning and developing new product lines.
And, oh yeah, Cathy is doing all of this at an hourly rate of $0.
Wondering what Cathy should be talking about with your customers?
Simple things like:
“What brings you to us today?”
“Can I interest you in a discount?”
“I see you are looking at this service, we can tailor it to your schedule and deliver it for free!”
Now’s not the time for chatting, though. Now is the time to learn how
to use Facebook’s free messenger chat bot to benefit your business. Cathy is waiting to serve you.
Need help with Chatbot Charm?
Use chatbots to grow your business. Set up a chatbot on your site or social media page, or give us a call: 800-900-3635. While not free, it may be much quicker than setting it up yourself... and we're happy to help.
Poole Advertising has some exciting news. After twenty-seven years, we’ve outgrown our name. Our new name – Poole Communications – better defines our growing services, diversified operation and changing world.
Poole Advertising began in 1984 committed to strong design, clear communication, community participation and business growth. From that time until now, we’ve helped companies grow and prosper. We’ve created hundreds of company brands and other communication pieces in print, audio, video and web – and we’ve been able to win some awards along the way. We remain committed to providing the most up-to-date services, while improving communication, design, business and community. We look forward to providing innovative, powerful tools to meet your marketing and communication needs.