How True Corporate Social Responsibility Can Motivate Today’s Hesitant Consumer To Buy

23/11/2009

By Sharon Greene, Managing Director of RISC International

Consumers have become increasingly aware of the side-effects of global economic growth which has caused them to examine their consumption habits with a greater conscience. This has led to gradual changes in consumption habits - both in developed and in emerging markets. The current economic crisis is bringing these consumption habits even more under the magnifying lens. Consumers today are facing a dilemma - on the one hand they realize that the world is in danger and suspect that the economic system and rhythm of consumption isn't sustainable and yet they...

...are told to keep on spending to keep the economy going. They would like to buy but know they should think about the consequences.

Sometimes, they don't have a choice and simply need to buy. In the end, consumers have become aware that to keep on buying, they need to buy better, more wisely and more responsibly. They will increasingly look for companies and brands that make this easier to do. 72% of Europeans prefer ethical brands which has risen from 61% since 2007.

Every single shopping action is either a necessity or a source of enjoyment. Consumers are increasingly conscious of the implications of this act - for their health, their wellbeing, the environment, and also the ethical considerations. Awareness is growing, consumers know that consumption is not only about taking pleasure and needs into account, but it is also about sustainability in the largest sense, economic, environmental, social and moral.

Today's [c]consumer[/b] is finding a way to bridge the perceived gap between consumption and sustainability. RISC International, a consumer behaviour and global trends consultancy, calls this bridge "Positive consumption". It is where the individual self-focused act of satisfying needs and desires... continued on page two >

 

 

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