Consumers are evolving. A recent study by public relations firm Porter Novelli found that purpose matters more than ever to today’s consumers. While mention of “purpose” has dipped slightly in the past year, consumers are looking for meaningful action from companies, not just empty promises. Today’s Conscious Consumer craves not just promises, but tangible action from the companies they support. This shift, brilliantly captured in Porter Novelli’s research, presents a golden opportunity for how applying Conscious Growth® to forward-thinking businesses can create positive outcomes.
The numbers about consumer demand speak for themselves:
- 86% of consumers demand businesses operate in a way that improves their lives. This isn’t just about trendy products; it’s about genuine, lasting positive impact.
- 82% want to see action, not just words. Gone are the days of greenwashing and empty pledges. Today’s savvy consumers scrutinize a company’s track record to ensure commitment to people, planet, and society.
- 65% crave engagement. They want to be active participants in the positive change your company champions. Offer them avenues to support social and environmental causes alongside you.
So, how can you apply Conscious Growth® to capitalize on this seismic shift in consumer values? Here are three actionable steps:
- Align your core values with impact: What positive change does your company truly stand for? Don’t simply craft a mission statement; embed those values into every aspect of your operations. From sourcing to packaging, employee practices to community involvement, let your impact be woven into the fabric of your brand.
- Measure, report, and celebrate: Transparency is key. Track your progress in achieving your impact goals, and be honest about setbacks. Share your successes, not just through marketing campaigns, but through tangible metrics and stories that resonate with your audience.
- Empower your community: Make your customers partners in progress. Offer volunteer opportunities, support their fundraising efforts, and co-create solutions to social and environmental challenges. Show them that their choices – and their voices – truly matter.
By embracing this action-oriented approach, applying the Conscious Growth® framework can not only win hearts and minds, but also unlock a powerful competitive advantage. In a world hungry for genuine impact, brands that deliver tangible positive change will see loyalty, advocacy, and growth flourish.
Remember, it’s not just about “purpose.” It’s about purpose driven by action. Take those first steps, and watch your impact ripple outwards, creating a wave of positive change that benefits your business, your customers, and the world around you.
