Consumers across demographic divides are motivated by a common set of values when it comes to sustainability issues, says Raphael Bemporad, co-founder of New York-based brand and innovation consultancy BBMG.
Presenting at the Sustainable Brands 2015 conference, held in London from November 16-18, Bemporad outlined five important consumer insights regarding sustainability:
- Abundance Without Waste: Consumers are seeking more experiences with fewer resources and desire access over ownership to avoid wastage.
- Stay Honest: Consumer trust is shifting from brands that try to be flawless to those that are honest, operate transparently and invite collaboration from customers – an idea explored in our Get Real Macro Trend.
- Community Counts: Brands should look to connect customers with the people behind their brand promise. Consumers want to be part of a community of peers, instead of products.
- Fluid Lifestyles: "Consumers are defining success on their own terms and living more fluid lives than ever before. They are realising that there is no perfect destination or set finish line," says Bemporad.
- Do Some Good: People aren't rallying together for a specific goal, but rather are choosing to do small things that can make an impact on an everyday basis. Importantly, they want to feel connected with like-minded folk that are doing the same.
"For a long time, brands have been trying to get a consumer to buy something. It's now about inspiring people to be something," Bemporad concludes. For more, see Sustainable Futures Update: The Consumer of 2030.