Conscious consumerism has been around since the 1970s, but never has it been so prominent. With issues such as climate change, racial inequality, and corporate good being thrust into the limelight, it’s time that brands start listening to their audience and devising marketing strategies that speak to these concerns.

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Consumers care about what brands are doing, and the way they carry themselves, two levers that play a big role in their purchasing decisions. Nearly half (46%) are more likely to buy from a company that champions environmentalism, while almost a third (64%) are more likely to buy from a brand that promotes diversity, equity, and inclusion (DEI).

A careful balancing act

Latching onto sustainability trends or representing DEI in your ads just to look morally correct won’t go unnoticed. In fact, nearly half of all (55%) consumers don’t believe brands are making true progress, with some simply paying lip service to being ‘socially responsible’. 

Brands need to follow these words with action, while also being consistent...

Glyn Shadwell