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THE ERA OF THE MINDFUL CONSUMER

Published 17 Sep 2021 9 minute read

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A consumer revolution is quietly taking place.

You won’t see people shouting about it in the shopping aisles, but it’s
happening now and creating new behaviours that are significantly impacting
brands and businesses and calling for immediate action.

In the wake of major global events including the global pandemic,
#blacklivesmatter and the environment crisis, we are feeling more vulnerable
(around health, financial stability and privacy) and have become increasingly
mindful of our own health, the wellbeing of our family and that of the planet,
and we’re reshaping how we shop, eat and travel, and the brands we trust and let
into our lives.

Welcome to the era of The Mindful Consumer.



The driving force behind this movement, as research has shown, is a desire to
improve how we look after ourselves and our environment. The mindful consumption
era marks a subtle shift in how we live, based on the acknowledgement that the
health of our planet, our body and minds, society and our finances are precious.

We are now consciously modifying our behaviour when it comes to the products and
services we buy and consume, and the everyday choices we make. We are breaking
free from habitual purchases we made in the past and — thanks to the ease and
convenience the internet affords — looking at our options with fresh eyes and
renewed vigour.

Packaging, washing detergents, dairy, meat, sugar, vehicle fuels and even
clothes are among those products we are beginning to reconsider our consumption
of.

There are some very real and ‘burning’ considerations for brands, not least that
48% of consumers were making a conscious effort to buy less stuff!
But there are other concerns top of our minds right now. Diversity, transparency
and trust are also informing the decisions and behaviours of  The Mindful
Consumer.

There’s an abundance of research calling out the seismic shifts marketers and
business leaders simply cannot ignore. 65% of people would feel more favourable
about a brand that promotes diversity. More than half of consumers surveyed say
‘whether you trust the company that owns the brand or brand that makes the
product’ is the second most important factor when purchasing a new brand. Trust
is second only to price.


IT'S ALL OF OUR PROBLEM, NOT JUST CONSUMERS

Do those who work on brand strategy assume they are empowered to join the dots
between their everyday jobs and the climate emergency? Or do they believe that
there is a conflict of interest between what they think privately and what they
are required to do at work?

Can we continue to assume that people are not prepared to repair and re-use
rather than buy something new?

Brands and business leaders face heightened demands from The Mindful Consumer to
do, and not just say, more, solving both individual needs and societal
challenges — this is new territory for many.


AN ISSUE OF TRUST

PR spin and cheap talk isn’t sufficient, nor does it stick with consumers any
more. You must move from storytelling to what we call story-doing. Failure to do
so will - through deep inspection by The Mindful Consumer - result in being
called out, boycotted or, as the younger generate call it, cancelled.

High-profile breaches of consumer trust (like those seen at Facebook) have led
to demands for authenticity, with brands that fail to openly connect on social
media and through other digital methods missing the opportunity to be authentic
and earn consumer’s trust and loyalty.

Put simply, to win over the hearts and minds of The Mindful Consumer, brands
must convince them they are trustworthy and authentic.


FUTURE-READINESS

The future is being shaped by The Mindful Consumer as we speak. To avoid losing
relevance, brands need to attain a state of future-readiness that rests on five
pillars; Inclusion, Sustainability, Transparency, Trust and Authenticity, and
Customer-centricity.

Future-readiness is driven by fear, pain or a burning ambition to do better and
make a difference to the wider world we operate in. It is fueled by The Mindful
Consumer’s needs and wants, calling for deep contextual insight and heightened
levels of empathy and focus.

Knowing when, where and how a brand or business should operate requires careful
consideration. First and foremost, brands must adopt a customer-centric model
and an outside-in approach to decision-making and operations. You need a nuanced
understanding of the permission space and of the consumers you want to be loyal
to your brand. This has never been more critical to meeting expectations.


MIND THE SAY-DO GAP

To be future-ready, brands need to understand the wants and needs, and
motivations, of The Mindful Consumer they seek to serve and support. This is
where market research as a very powerful tool in the organisation’s toolkit
comes into play.

There is, however, an important gap that marketers and business leaders need to
know about before they make decisions. It’s known simply as the Say-Do gap and
happens when what people say they do turns out to be different to what they
actually do.

There are a number of specific research tools and methods that address this gap
by surfacing insight into the biases, irrationalities and unconscious triggers
at play. These include the capture and analysis of behavioural data and use of
social psychology and behavioural economics.

We help brands and organisations do better research and get future-ready.  Read
more about our insight services or speak to one of our strategists today.


By Stephen Cribbett



ARTICLE CONTENTS

Its everyone's problem not just consumers

An issue of trust

Future-readiness

Mind the say-do gap





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