*This is a contributed post. Business can be as visionary as it likes, but its efforts may be for nought if that vision doesn’t inspire the market. This isn’t to say consumers have to be 100% on board with everything from day one, after all, even the iPod had its detractors when it first launched. That said, sometimes it’s worth considering what the market may think of your actions before you invest wholly in a new direction. This begs the question, what modern-day efforts do consumers appreciate? What plans and provisions do they like to see businesses pushing? Moreover, now conscious consumers are more careful about how they spend, how can you ensure their money is well-advised?
To use an example, some companies promise to plant trees per certain amount of products sold. This means that a purchase is not only a personal acquisition on behalf of your consumer, but a means for their money to do some good. In this post, then, we’ll discuss these further modern-day efforts that consumers will look fondly on:
Sustainability
Customers care about sustainability, but they don’t want to be given lip service. The more you can showcase how you’re reducing packaging, opting for sustainable suppliers, and cutting your energy usage, you can market as being a green brand. Moreover, you may be able to add awareness features that help showcase this message, for example, by adding a carbon tracker to your logistics effort. Sustainability, in this way, reveals itself as a priority you’re working on, even if you’re not all the way there yet.
Inclusivity
Inclusivity genuinely matters. From hiring a diverse array of staff (which tends to happen if you remove biases and hire based on merit alone) to adding features like new languages on your website, dyslexic fonts in your copy or braille on your packaging, to even opening up your pricing plan to a subscription model so more people can make use of your service, inclusivity not only serves as a valid marketing tool, but it widens the market that has access to you. As you can see, including more people is usually only ever a good thing, provided they’re suitable for your brand.
Local Investment
You may notice that high-standard restaurants often bring local produce to better enhance the freshness, flavour and integration of the items they create. It’s possible to achieve that as a brand outside of this industry too because people appreciate when you contribute to the local economy or use local manufacturing to generate your products. This way, they can depend upon the regulatory standards and know you’re not just cheaping out because you can. This approach can be utilized from the most essential level, such as when curating battery tabs manufactured in the UK, or you may employ local actors to feature in your advertisements, at the end of the marketing pipeline. Pushing this message can be healthy, and it allows you to become well-situated within your local industry.
With this advice, you’re sure to curate the modern-day efforts consumers appreciate most of all.
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