5 Reasons Why Sustainability and Social Issues Attract Customers

This connection between economic and social choices provides entrepreneurs with great marketing opportunities, and there are at least five reasons why adding a focus on sustainability or other social issues will help you expand your customer base. Most consumers seek an emotional connection and want to feel good about how they spend their money. These people choose to purchase products from companies that support their causes or oppose the same things they do, such as animal cruelty and genetically modified foods. The growing focus on sustainability also led Coca-Cola to include in its marketing focus its reduction of its environmental footprint via its Project Sunlight campaign. Social media trends Whether it’s through Instagram or Twitter, trending topics on social media can help create targeted marketing and sales campaigns. Whatever your passion, you will find millions of others who share it and want to connect and support your efforts, which will translate into increased sales. Bottom line Cause-based marketing is an excellent opportunity to present your environmental, sustainable actions or social passion with your target audience. Your efforts will promote the issues you care about and your business. People who support specific causes are more likely to spend their money at businesses that share their interests. Use social media and other opportunities to educate and entertain people about your cause as well as your products and services to build brand awareness and increase revenues.

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5 Reasons Why Sustainability and Social Issues Attract Customers

Informed consumers want more than the latest fashions, technologies and entertainment options: They are also concerned about environmental issues, fair trade and social equality. And they want to purchase their goods and services from companies responsive to these issues.

This connection between economic and social choices provides entrepreneurs with great marketing opportunities, and there are at least five reasons why adding a focus on sustainability or other social issues will help you expand your customer base.

1. Rational versus emotional

People believe their purchasing decisions are based on rational choices, but most consumers decide what to buy and whom to buy it from, based on their emotions. Hot-button issues such as deforestation or hunger in the developing world can become marketing tools if your company uses recycled paper and electronic receipts, or a percentage of your profits goes toward supporting a charity that nourishes hungry children.

Most consumers seek an emotional connection and want to feel good about how they spend their money. Marketing the actions your company takes to respond to selected hot-button issues provides that feel-good experience for your customers, which can translate into an emotional connection with your business. This effort leads to brand awareness and customer loyalty.

2. Cause-based spending

Some consumers are passionate about various causes, yet feel powerless in the face of government choices or corporate decision-making. These people choose to purchase products from companies that support their causes or oppose the same things they do, such as animal cruelty and genetically modified foods.

Cause-based spending can have a significant impact on small businesses. When faced with the option of purchasing two products of equal quality, 90 percent of U.S. shoppers choose to purchase the cause-branded product…

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