Ethical and sustainability issues remain a key driver for almost a third of consumers, says Deloitte, with this proportion of shoppers claiming to have stopped purchasing from certain brands due to their concerns. Additionally, amongst those UK consumers who have chosen brands that have environmentally sustainable or ethical practices or values in last 12 months, 43% say they value brands that produce sustainable packaging and adopt circular practices.
Indeed, by enabling the buying and selling of second-hand trainers, AllBirds is hoping to further engage its values-driven demographic, and at the same time, attract new customers who might now be more inclined or able to shop the brand.
Lingerie brand Aerie is a good example of a values-driven company, and one that has incorporated values into all aspects of marketing since its launch. The ‘AerieReal’ campaign has consistently promoted self-empowerment in women, with its initial 2014 campaign promoting its own use of un-retouched images. Since, it has continuously fostered organic engagement, with Aerie asking its own online community to submit their personal stories in 2021. Some examples went viral, such as a post by TikToker Hannah Schlenker, helping to further generate natural affinity and engagement for the brand.
Ultimately, it is about aligning with what customers care about the most, which is something that Sephora strives to do with its purpose strategy. Alongside the most obvious, such as beauty advice, CMO of Sephora Americas, Deborah Yeh, told CMO Today that this means uncovering deeper needs, “such as, “Help me feel more seen and appreciated for being me. Help me feel included in the shopping experience.” That’s where we as an organisation need to think about all the systems at our disposal and our role as a retailer and member of the beauty industry to ensure that we are really serving people as people.”
Aerie generates organic engagement with themes of self-empowerment on social
More recent Forrester research from 2021 suggests that just 18% of US consumers are truly values-motivated; those who “not only lay claim to being values-driven but act upon these claims.” But while this 18% might sound small, this portion of values-motivated and action-orientated consumers equates to a growing and increasingly influential market – one that brands are starting to recognise.
As with any type of inclusive marketing, of course, brands need to ensure that they are not being disingenuous, or using inclusive content as a trend or purely sales-driven endeavour – particularly on social. This is because younger consumers (more so than any other demographic) are becoming increasingly demanding of the truth. According to Forrester data, nearly a third of Gen Z say that they unfollow, hide, or block brands on social media at least weekly (if they feel they are disingenuous).
Interestingly, research by Deloitte found that – while consumers do often prioritise price and quality – many also elevate a number of other areas, albeit in a more nuanced way. For example, one third of consumers aged 25 and younger value sustainability when specifically making beauty and personal care purchases.
Interestingly, research by Deloitte found that – while consumers do often prioritise price and quality – many also elevate a number of other areas, albeit in a more nuanced way. For example, one third of consumers aged 25 and younger value sustainability when specifically making beauty and personal care purchases.
