The Rise of the Conscious Consumer

Patricia Aburdene, who wrote the book Megatrends 2010 back in 2005, predicted that consumers would begin to spend money with companies that were kindred spirits.  Companies that shared similar belief systems and gave back to the community. 

“Going green” wasn’t really tripping off the tongue in 2005 but Patricia foretold that we would begin to care more about the environment and companies that proved they were green would be more appealing to the buying public.

We are just starting to realize that consumers have so many choices for where they spend their money that other things besides price, selection and availability are coming into play.

I just saw a new Subaru television commercial and it made me think of this very topic.  Subaru announced the new Share the Love campaign:

From Nov. 24, 2008, through Jan. 2, 2009, for every new Subaru sold or leased, a $250 donation will be made to the consumer’s choice of five charities including - Our Local Tuolumne County Habitat for Humanity, Meals on Wheels and Boys & Girls Clubs of America.

Buy a new Subaru and feel good about your purchase, not just because of the vehicle, but because they help you give to others.

Pearle Vision and Lenscrafters have been associated with the Lion’s Club for years.  Bring in your old glasses and they’ll clean them up and make them available to someone who can’t afford corrective eyewear.

Just for Feet, a sneaker retailer offers discounts to customers who bring in their old sneakers.  The used shoes are cleaned up, provided new shoe laces and then donated.  This benefits the customer two ways:  they get to feel good about donating their used shoes AND they get a discount on new ones for themselves.

My friend called the other day to say he’d replaced all of the lights on his Christmas tree with LED lights.  “I’m saving the environment and using lights that reduce the risk of fire hazard in my home.  I feel good about my purchase,” he told me.

What are you doing to give back to the community or our planet? 

Have you told anyone?

Do consumers know what programs you have in place that benefit others?  Is there a way you can work together with your customers for an even bigger effort?

How are you connnecting with the new conscious consumer?