As consumers, we are becoming more demanding of our brands. We often don’t to trade features or quality for a low price. We want it all — including a greater sense of corporate responsibility.
Here’s a provocative observation from Trendwatching.com:
“One powerful question for brands to answer in 2015: what are you prepared to SACRIFICE? Consumers don’t want to make the world a better place.They want brands to do that for them ;)”
“Okay, that’s a simplification of a complex issue. But when it comes to making the world a better place, many consumers are setting a more stringent standard for brands than they are for themselves. And let’s face it, given decades of unethical operations, rampant pollution, disinformation, and more, brands deserve it. After all, many brands have worked extremely hard to create many of the behaviors and lifestyle choices that well-meaning consumers are now finding so hard to change. In a global survey of 30,000 consumers, 72% of people said that business is failing to take care of the planet and society as a whole. (Accenture & Havas Media, June 2014)”
“The easiest and most desirable way for consumers to assuage (or obliterate!) their guilt? For brands to make visible, meaningful, and constructive SACRIFICES: of products, processes, attention, and opportunities.”