New research by Cone shows that yes, consumers are paying attention to social and environmental responsibility to a much greater extent these days -- and that they appreciate learning about it via ad campaigns. In the recent MediaPost article on the findings, Sarah Mahoney wrote...
"In its survey, 45% of respondents say that advertising is their favorite way to learn about a company's corporate responsibility and environmental policy, beating out methods that include Web sites and packaging. That's an increase from 41% in 2004.
"In addition, they are overwhelmingly looking to companies to act: 93% of Americans believe companies have a responsibility to help preserve the environment."
Hearing about it through an ad campaign may be enough to sway some consumers, but for today's women especially, brands should be prepared for a little follow-up. Women don't necessarily take your warm, fuzzy advertising message for gospel, and they, in their "it all matters" mindset, will investigate further to make sure you are seriously walking the walk before committing to your brand over another.
Lots of great insight in this Cone report -- so go check it out.
As I prepare for my presentation this week to the gem industry, this information took on extra meaning. Lots of businesses are involved in higher business standard organizations or doing a lot of great environmental and social works, yet not so many may not be spreading the word as widely or creatively as they could.
Anyway... since this is clearly on the minds of female consumers in all sorts of industries, I suggest you revisit how you talk about your involvement in social/environmental causes. It doesn't have to feel "braggy" -- so think about sharing the "goodwill news" in a more story-type format, for one. The point is not that you'll gain direct and immediate sales in this way, but that you will be giving women more common ground with your brand as they wind along their buying paths. It all matters, eventually.
On a side, but environmentally-related, note: Washingtonpost.Newsweek Interactive (WPNI) has launched a new green lifestyle site - Sprig that looks pretty interesting to me. Green products, interviews with green-gurus (for lack of a better term on my part), user-generated content and so on, all guided by editorial smarts of Jeannie Pyun, the woman who was editor at the now-defunct Organic Style magazine (which I always liked).
The intention of the site, as presented in the press release:
"'Sprig helps users discover a world of products that are well-designed, accessible--and also eco-friendly,' said Mark Whitaker, vice-president and editor-in-chief of new ventures at WPNI. 'We think the market is ready for a site that offers unique information and options, without pressure or guilt. At Sprig, our motto is that the world will be better off if we can get 95 percent of people to be five percent more green than if only five percent of people are 95 percent green.'"
Check it out, and let me know if it delivers for you.
