Conscious consumerism: How consumers are driving the ethical agenda

CONSCIOUS CONSUMERISM IN 2019

By Melissa Sewgobind, Senior Account Executive at Fuse

CHANGES IN CONSUMER BEHAVIOUR

Consumer brands are teaming up with other brands that have a purposeful impact on society. It hasn’t gone unnoticed that there’s been a change in the consumer landscape, and more and more people are wanting to purchase products that have a powerful or purposeful impact on people or the environment.

Companies like L’Oreal, Mars, M&S, PepsiCo, Unilever, The Coca-Cola Company and more have all pledged to use 100% reusable, recyclable or compostable packaging by 2025. But why are they striving to accomplish this? It all has to do with shifting attitudes and consumer behaviour, resulting in an increased awareness of the ethical agenda and a more ‘conscious consumerism’.

CONSCIOUS CONSUMERISM OVER THE YEARS

According to a YouGov survey this year:

– 77% of the UK population supports the new recycling scheme

– 40% states that most of their waste ends up being recycled

– 14% supports plastic bottle recycling

– 76% tries to only buy from companies who are socially and environmentally responsible

Over the years the trend in conscious consumerism has risen by 14% in the UK. As shown in the graph below, today 40% of the UK population tends to purchase sustainable or eco-friendly products compared to 2011 when this was only 26%.

SO WHAT?

Consumer behaviour is changing and so is the supply and demand chain. With consumers becoming more likely to purchase products or support a brand that has a strong sustainable identity, brands are moving to launch purposeful campaigns to adapt to customers’ needs and desires, and ultimately promote their products. Here are a few examples of brands that have successfully done just this.

SUSTAINABLE BRAND PARTNERSHIPS

VOLKSWAGEN X TESCO

Volkswagen plugged into a partnership with Tesco, secured by our team at Fuse. Together, they developed the largest UK retail EV charging network. Powered by Pod Point, Volkswagen will be rolling out more than 2,400 EV charging bays across 600 UK Tesco stores over the next three years so that customers can plug in and charge up for free while they shop.

ADIDAS TENNIS X PARLEY: PLAY FOR THE OCEANS

Adidas and Parley have released their first ever co-created tennis clothing line completely made from Ocean Plastic®. The partnership sees some of the world’s top tennis players take a stand to protect the oceans by testing out the new gear during the 2019 Australian Open. According to Parley, the new collection, and the partnership behind it, aims tocreate change and inspire the industry, athletes, spectators and fans to better protect the planet and its life-giving ecosystem’.

HOVIS X TERRACYCLE

Hovis Terracycle partnership

Hovis wants to make the bread bag recycling process easier for its customers and has partnered with TerraCycle to make that happen. All of Hovis’ bread bags are 100% recyclable, so all people need to do is drop-off their bread bag or request free pre-paid stamps from TerraCycle to send the bags by post to be recycled. Hovis is even encouraging people to set up bread bag recycling points for themselves and others in the community.