B&TB&TB&T
  • Advertising
  • Campaigns
  • Marketing
  • Media
  • Technology
  • Regulars
    • Agency Scorecards
    • Best of the Best
    • Campaigns of the Month
    • CMO Power List
    • CMOs to Watch
    • Culture Bites
    • Fast 10
    • New Business Winners
    • Spotlight on Sponsors
  • Jobs
  • Awards
    • 30 Under 30
    • B&T Awards
    • Cairns Crocodiles
    • Women In Media
    • Women Leading Tech
Search
Trending topics:
  • Cairns Crocodiles
  • Nine
  • Seven
  • Cannes Lions
  • NRL
  • WPP
  • B&T Women in Media
  • AFL
  • Thinkerbell
  • Pinterest
  • State of Origin
  • imaa
  • Anthony Albanese
  • Meta
  • ARN
  • AI
  • Spotlight on Sponsors
  • TV Ratings
  • Radio Ratings
  • Sports Marketing

  • About
  • Contact
  • Editorial Guidelines
  • Privacy
  • Terms
  • Advertise
© 2025 B&T. The Misfits Media Company Pty Ltd.
Reading: The dawn of the ‘Conscious Consumer’
Share
B&TB&T
Subscribe
Search
  • Advertising
  • Campaigns
  • Marketing
  • Media
  • Technology
  • Regulars
    • Agency Scorecards
    • Best of the Best
    • Campaigns of the Month
    • CMO Power List
    • CMOs to Watch
    • Culture Bites
    • Fast 10
    • New Business Winners
    • Spotlight on Sponsors
  • Jobs
  • Awards
    • 30 Under 30
    • B&T Awards
    • Cairns Crocodiles
    • Women In Media
    • Women Leading Tech
Follow US
  • About
  • Contact
  • Editorial Guidelines
  • Privacy
  • Terms
  • Advertise
© 2025 B&T. The Misfits Media Company Pty Ltd.
B&T > Marketing > The dawn of the ‘Conscious Consumer’
Marketing

The dawn of the ‘Conscious Consumer’

Brooke Stoddart
Published on: 12th August 2014 at 3:02 PM
Brooke Stoddart
Share
4 Min Read
SHARE

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.

 

Join more than 30,000 advertising industry experts
Get all the latest advertising and media news direct to your inbox from B&T.

No related posts.

Share
By Brooke Stoddart
Follow:
If you’re an editor, head of corporate communications, marketing director or a CEO, you’ll understand we are overwhelmed with information from countless sources. The old adage “content is king” still rings true, particularly in the fast-moving information age we live and it can be difficult to know how to get clear cut-through with your message. For the past 18 years I have spent my career - both as a news journalist and in corporate communications and content marketing - crystallising information to give energy and life to words which inform and influence. I have extensive experience in the following: • Public relations • Corporate communications • Internal communications • Social media • Journalism • B2B content marketing • Awards submissions • Writing • Multi-media production • Media training • Speech writing

Latest News

Bec Judd & Jess Roberts Reveal All In New Cosmetic Treatments LiSTNR Podcast
07/07/2025
Pray.Com Resurrects Jesus In AI Surprisingly Viral Marketing Videos
07/07/2025
TV Ratings (06/07/2025): Travel Guides Hits 1.15M As San Fran’s Robots Take the Wheel
07/07/2025
Are Media’s Australian Women’s Weekly Health Summit Returns In 5 Cities
07/07/2025
//

B&T is Australia’s leading news publication magazine for the advertising, marketing, media and PR industries.

 

B&T is owned by parent company The Misfits Media Company Pty Ltd.

About B&T

  • About
  • Contact
  • Editorial Guidelines
  • Privacy
  • Terms
  • Advertise

Top Categories

  • Advertising
  • Campaigns
  • Marketing
  • Media
  • Opinion
  • Technology
  • TV Ratings

Sign Up for Our Newsletter



B&TB&T
Follow US
© 2025 B&T. The Misfits Media Company Pty Ltd. All Rights Reserved.
Welcome Back!

Sign in to your account

Register Lost your password?