Consumers are becoming more aware of the muddy marketing brands do. And are increasingly conscious of the impact their purchasing decisions have on the environment, society, and ethical practices. Thanks to social media, their voice plays a crucial role in shaping marketing strategies and influencing brands. Remember when consumers learned Starbucks avoided paying taxes in the UK? Boycotts ensued. And Starbucks had to change its practices, prominently displaying its UK tax contributions in stores and marketing. Or when fast fashion brands like h&m and Zara had to launch eco-friendly lines, publish supplier codes of conduct, and highlight sustainability efforts in their messaging. Yep, all because consumers used their conscience. 

This demand for ethical options will see the market for green technology and sustainability to register a cagr of over 19.5% between 2023 and 2032 (gminsights). So, let’s dive into how you, as a consumer, can practice ethical consumerism. And make the world a better place one purchase at a time. 🙂

• Choosing eco-friendly, organic, or fair trade product options - seek out products with environmental certifications like Energystar, fairtrade, USDA organic, or FSC.
• Know your brand’s values and sourcing policies - use resources like B Corp certifications or brand sustainability reports to understand a brand's commitment to ethics.
• Secondhand is still first class - rent, borrow or thrift items instead of buying new to reduce waste. There’s a reason brands like Shein and Vinted are so hot right now.
• Say no no to brands with records of unethical conduct - avoid purchasing from companies with track records of environmental harm, labor issues, unethical sourcing, and so forth. 
• Go local and cheer for social enterprises - shop at small businesses that positively impact the community and have sustainable practices.
• Even a single voice matters - sign petitions or join campaigns against harmful practices. Add your voice to petitions or nonprofit campaigns aimed at changing unethical business policies.

While consumers are doing their part, brands must also amp up their ethical habits. And it’s a win-win game. Patagonia has seen success through its environmental advocacy and transparency efforts. See? Authentic purpose-driven branding drives affinity and sales.

Let’s see how you, as a brand, can create ethical marketing strategies. And make the world a better place one good or service at a time.  🙂

• Show proof - share sustainability metrics and progress reports. Communicate concrete data on improvements like carbon emissions reductions, water use decline, fair wages, and so forth. 
• Partner with nonprofits on cause campaigns - donate a portion of sales or volunteer for initiatives like environmental restoration or fair wage projects.
• Share true stories that connect with conscious consumers - stories about suppliers, local artisans, or customers that bring purpose initiatives to life and make your brand relatable.
• Put your money where your messaging is - when business practices like conducting ethical sourcing, providing living wages, and minimizing environmental footprints match external messaging, your brand walks the talk.
• Extend your relationship beyond just sales - encourage consumers to vote, volunteer and get involved with social/environmental causes.

What’s going to happen when both consumers and brands practice ethical behavior? Well, a lot!

• Holding brands accountable: What is tolerated, grows. So when ethical consumers hold brands accountable for their actions and practices, brands have to adopt more ethical practices.
• Create market demand: When consumers demand ethical products and services, brands have no choice but to switch gears. This can lead to the development of new sustainable and ethical products in the market.
• Encouraging industry-wide change: When ethical consumers consistently support brands that prioritize ethical practices, it sends a message to the entire industry. Goodness prevails. and can lead to industry-wide changes as brands strive to meet the ethical expectations of consumers.

Change begins at home. And in capitalism, from the consumers. There’s no doubt that consumers have the power to clean marketing. All they need is a nudge. And for brands that are willing to learn more and adopt ethical practices, they need wonderwork. Hit us up and let’s welcome you to the bright side of marketing. 

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