Today’s consumers are more informed, connected and resilient than ever before. They understand the current geopolitical context and are responding both with their hearts and their heads – investing in their families, communities and the environment. Since the influential 1970 article by Milton Friedman to now, government power has been steadily diminishing. My name for sustainability is ‘problems that the government cannot fix.’
The key to successful brand alignment lies in aligning Purpose with products and services in a natural and effective way.
Many brands are leading with Purpose and reaching consumers’ appeal. In March 2021, Unilever launched a new positive beauty vision entitled ‘Positive Beauty’. Sunny Jain, Unilever’s President (Beauty & Personal Care), said he sees Positive Beauty as an initiative that will drive growth and business success.
The Positive Beauty initiative promises to protect and regenerate 1.5 million hectares of land, forests and oceans by 2030, which is more land than is required to grow the renewable ingredients in Unilever’s beauty and personal care products.
Mintel, Leadership strategic brief, January 2022
The experience of beauty is more than just skin deep, it’s also about being conscious of the impact that a product has on the environment, animals and our own well-being. Consumers want safe products that do no harm to them or the environment. Beauty brands, from startups to large corporations are increasingly responding to this need by introducing products that are safe for consumers as well as animals and our planet.
Nielsen and Mintel experts believe that ‘consumers will look for more ambitious commitments to protect the environment in the future, with an ever-larger group hoping that the planet comes before profit’. And that’s real!
Business Opportunity
The rise of the conscious consumer is a phenomenon that has taken hold across the world. More and more consumers want more than just a product and they want to put their money where their values are, and as a result they are willing to pay a premium price to support companies that share those values.
We at DiMotta Strategic help brand to draft their leadership values and connect with this new movement through strategic partnerships that help companies to build genuine relationships with passionate consumers who have different expectations about the brands they consume.
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