It is a well-established fact that for the success of any product, marketing is crucial. There are many styles and schools of thought that have influenced marketing over the years. However, what remained constant was the aim to influence the buying behavior of customers. Initially, all marketing endeavors were primarily designed to entice the consumers and ignored the implications of the products on the environment. For instance, the advertising of plastic-made toothbrushes, which though popularly used, are harmful to the surroundings.
Modern times have noted a dramatic change in this perspective. The rising environmental troubles have urged marketers to consciously strive towards educating consumers about the implications of their purchase behavior. Conscious marketing focuses on the adoption and implementation of sustainable business practices. Consumer behavior is affected by a series of factors; marketing is one of the most significant ones.
Here are some ways that throw light on how conscious marketing is playing a cardinal role in shaping the buying behavior of customers:
For change to take place, one needs to be aware of both sides of the story. An informed individual is capable of making a sound choice. Conscious marketing aims to inform the buyer about the result of buying a product. It encompasses the entire journey of the product, right from the manufacturing unit to its post-usage and scrap stage. It elaborates on the procurement of raw material and goes on to whether or not the commodity will leave any footprints once it has served its purpose. For instance, plastic garbage bags do not decompose for years and often lead to clogging of drainage systems as well as water pollution. Eco-friendly bags, on the other hand, are safe and degenerate easily, leaving no harmful trace behind.
By spreading awareness, conscious marketing motivates buyers to opt for products that are safe for both – them and the environment. Once customers know more about green products and their benefits, they will be automatically drawn towards those options.
A Bigger Goal
Conscious marketing has a broadened horizon. Unlike legacy methods, it does not solely work towards increasing the sales numbers. Instead, it functions to promote the sale of commodities that are sustainable and environmentally safe. When consumers identify themselves with such products and their campaigns, it fills them with a sense of pride. The knowledge that one purchase contributes towards creating a better world is a wholesome feeling for buyers. Further, it makes them believe that their one small decision makes them a part of a much bigger goal.
For example, by replacing paper towels with those made using bamboo rayon in one’s kitchen, an individual can curb their contribution towards deforestation. Further, these eco-friendly alternatives are highly absorbent, reusable, as well as, BPA, paraben, and chlorine-free.
Conscious marketing practices highlight the idea of detailed eco-labeling. Under this concept, marketers use well-defined graphics to emphasize the greenness of the products. Most of these labels even carry information about the steps involved in producing the commodities. In addition, they also depict ways of reusing and recycling the items post usage. Such elaborate descriptions and messaging enhance the transparency between the buyer and the manufacturer. The consumer knows what he/she is paying for and the effects of their decision on the environment. With clear communication, improved traceability, and eradication of ambiguity, brands are building trust as well as developing a loyal consumer base.
With the growing concern about the environment and the detrimental impacts of numerous products, conscious marketing is emerging as the way to go. Marketers are seamlessly trying to satisfy the needs of their customers in sustainable ways. Their goals are no longer single-dimensional. Instead, the success of a product is being measured based on the overall impact it creates. There are still miles to go before all ecological problems are combatted; however, conscious marketing has set the wheels of change into motion.