Consumers, we all are.
We all buy, more or less, there are those who are careful to save money and those who do not mind the expense.
There are those who only buy branded products and those who boycott multinationals, those who only want what comes from organic farming and are concerned about traceability and those who look at the final price without asking too many questions.
What profiles are there?
Oculate: buying is a simple concept, aimed at satisfying a need, its goals are to feed and cover oneself. One consumes only to satisfy basic needs.
Omnichannel comparer: moves deftly in search of the best offer, is an active consumer, always on the hunt for bargains.
Virtual: does not give up the comforts of technology and is fully comfortable in the online world. They have happily eliminated everything that is not digital. They are curious people, always in step with the times and constantly looking towards the future.
Fashion victim: what is important is that it is an instagrammable product, one that wins as much approval as possible.
Zero km: is committed to buying only products with a low environmental impact, with certified supply chain and sustainable packaging, made with respect for man and nature. They are consumers with a strong green conscience, who do not want to ingest or wear anything, but who are concerned about the consequences this has on their health. They are often informed people who care about the future of our planet.
The compulsive: buys by definition, cannot resist the irrepressible need to buy and cannot give themselves limits. These are consumers who suffer from compulsive shopping and buy to feel good, for the thrill of the moment, and then regret what they have bought.
Old School: likes to keep his own habits and suffers greatly from the closure of neighbourhood shops and all that they represent: the direct contact between customer and shopkeeper, the routine, product advice, attention to seasonality. The moment of purchase is an opportunity for dialogue and confrontation, for exchange and knowledge.
What does everyone have in common?
82% of consumers say they think about sustainability much more than before the COVID-19 pandemic, which shows that ecology is one of society’s main concerns.
78% of consumers believe that large companies play an important role in combating climate change.
In addition, people try to adopt new behaviours that make them ‘feel good’ about various aspects of their daily lives. These daily actions make sustainability appear easier to achieve and manage, which in turn lifts morale and creates positive feelings. The behavioural sciences teach us that when we feel satisfied with our actions, we are more motivated to continue behaving that way.
For brands, this means that it is important to explain to consumers that broader sustainability goals can be broken down into simpler steps. Be sure to highlight important changes that have been made and take real, transparent and measurable action.
Customers expect more environmentally friendly options, but not at the expense of other product benefits. To achieve this, brands must integrate sustainability into their current value proposition, far better, instead of creating a new product line, it is to integrate sustainability within the company (e.g. make the production process itself more sustainable).