The dawn of the ‘Conscious Consumer’

The dawn of the ‘Conscious Consumer’
SHARE
THIS



Social conscience is changing the offerings of international supermarket chains, and now that trend is certain to arrive here, writes Sarah Connelly, director, Product of the Year Australia.

As we follow the trends from our European and American counterparts, one of the interesting developments in supermarkets to emerge recently is the “Conscious Consumer”.

Many consumers are searching for healthier alternatives, less processed and packaged foods and the number of people looking for ethical and sustainable farming and production practices are rising.

The conscious consumer is looking for natural ingredients, simply prepared that are fresh and ready to eat. They want their food packaged in an eco-friendly way with renewable materials. They don’t want unsustainable or cruel farming practices, and they want the producers to be compensated.

There have been a number of fascinating examples which are emerging from a number of international companies, and it is only a matter of time before the trends will reach us here.

In the UK, supermarket chain Sainsbury’s has begun stocking the first ethical “grown by women” coffee to hit mainstream shelves to support the International Women’s Day and the Fairtrade Fortnight. The fully-traceable Kopakama Coffee offers a premium to support women growers in Rwanda.

Across the channel in France, “Quality & Origin” is the core of Carrefour’s fresh produce offering with sustainable policy, locally-sourced products, quality rigorously checked for traceability and taste, environmentally-friendly farming.

One of the big causes to be shared and commented upon in social media is palm oil and the ethical issues of deforestation in Asia and Africa.

 

Brussels-based Delhaize Group, parent company of Delhaize America, said it updated its policy on responsible palm oil sourcing and its commitment to source only traceable, no-deforestation palm oil for its private label products.

Other companies have announced they will also source palm oil from traceable sources include Mars Confectionary and Nestle, as well as health giant Procter and Gamble,

In the Netherlands, Lidl is trying to set new and fairer production standards and has asked the Dutch Fair Produce Foundation to help develop a label for asparagus and strawberries. The branding guarantees good working conditions and wages for producers

And in the USA, Carlisle, Pa., announced that it received Rainforest Alliance certification for its Simply Enjoy teas and UTZ certification

As our society is proliferated with social media, consumers are more connected than ever – meaning they way manufacturers and retailers communicate with their customers is changing and evolving rapidly. Examples of poor production or quality can go viral via social media incredibly quickly, leaving companies scrambling to protect their brand and market position.

With canny consumers and their increasing demands for high quality, affordable products it is crucial manufacturers respond with innovation which truly meets their needs.

 

Please login with linkedin to comment

Latest News

Digital Agency Inlight Secures Two Key Client Wins
  • Marketing
  • Technology

Digital Agency Inlight Secures Two Key Client Wins

Independent agency Inlight has announced it has won the digital account for Benetas, a not-for-profit aged care provider in Victoria. Following a competitive pitch process, Inlight was chosen to handle Benetas’ new website design, build and ongoing optimisation. Richard Barker, marketing manager at Benetas, said: “We wanted an agency that could be our true digital […]

AMI Awards 2017 Winners Revealed!
  • Marketing

AMI Awards 2017 Winners Revealed!

With almost 30 awards handed out, B&T predicts plenty of numb bottoms at last night's AMI Awards in Melbourne.

Clems Sydney CEO Andy Pontin Quits
  • Advertising

Clems Sydney CEO Andy Pontin Quits

Sure, B&T flashed the news of Andy Pontin quitting this morning. White lies aside, he's actually still got six months.

by B&T Magazine

B&T Magazine
Adobe MAXes Most Creatives In A Room Record
  • Advertising
  • Media

Adobe MAXes Most Creatives In A Room Record

B&T's journo is reporting live from the annual Adobe Summit in Vegas. Although, "reporting" is somewhat of a stretch.

Opinion

by David Hovenden

David Hovenden
Sydney Start-up Muzaara Partners With Commission Factory To Turbocharge Digital Ad Spends
  • Advertising
  • Marketing

Sydney Start-up Muzaara Partners With Commission Factory To Turbocharge Digital Ad Spends

Sydney-based adtech start-up Muzaara has announced a new strategic partnership with performance marketing platform Commission Factory. Together, Muzaara and Commision Factory are providing SMEs with a secret weapon to skyrocket their online brand visibility and effectively manage and maximise their online advertising campaigns. This partnership will allow both online marketing companies and their impressive roster […]

Kellogg’s Creates AR Halloween Trick Or Treat Experience Via Shazam & Orchard
  • Campaigns
  • Marketing
  • Technology

Kellogg’s Creates AR Halloween Trick Or Treat Experience Via Shazam & Orchard

Breakfast cereal manufacturer Kellogg’s has joined forces with Shazam and digital agency Orchard to deliver a first-of-its-kind augmented reality (AR) Halloween Trick or Treat experience for families. The campaign, which leverages Shazam’s visual recognition platform and recently-launched AR platform, sees Kellogg’s pilot the replacement of physical gifts in cereal packs with a digital experience that […]

Kraft Heinz Appoints Cummins&Partners As New Creative Agency
  • Advertising

Kraft Heinz Appoints Cummins&Partners As New Creative Agency

Kraft Heinz today confirmed the appointment of Cummins&Partners as its new Creative agency after an extensive pitch process. They will be responsible for brand strategy and integrated creative across the expanding Kraft Heinz portfolio including Kraft, Heinz and Golden Circle. A Kraft Heinz spokesperson said: “After an exhaustive search involving a competitive pitch, we have made […]

Patrick Delany (CEO, Fox Sports), Hugh Marks (CEO, Nine Entertainment Co), Miranda Devine (Columnist, News Corp), Michael Miller (Executive Chairman, News Corp Australasia), Grant Blackley (CEO & Managing Director, Southern Cross Austereo) at Radio Alive 2017
  • Media

Media Bosses Weigh In On Ten-CBS Deal

Do you enjoy articles featuring industry big-wigs? Well, it doesn't come much bigger and wiggier than this, we say.

by B&T Magazine

B&T Magazine
Kantar TNS’ Ali Dexter Joins T Garage As Director Of Insights & Strategy
  • Marketing

Kantar TNS’ Ali Dexter Joins T Garage As Director Of Insights & Strategy

Melbourne-based market research consulting agency T Garage has announced the appointment of Ali Dexter as its director of insights and strategy. Dexter joins T Garage from Kantar TNS, where she was the director of its Qualitative division. Prior to that, Dexter held a number of senior roles at Kantar TNS in the US and Vietnam.  “After […]

XXXX on Tuesday, March 21, 2017, in Las Vegas. (Jeff Bottari/AP Images for Adobe)
  • Advertising

Adobe Releases Advertising Cloud App

Not one, but two Adobe announcements. The tech elves have been busy this week, not that we're inferring Adobe is Santa.