In 2019, two sisters – aged only seven and nine years old – collected half a million signatures when petitioning for businesses to stop including plastic toys in children’s meal boxes.
Recognizing the campaign, McDonald’s and Burger King announced that they would take action and accept their demand.
Now, in the UK and France, a Happy Meal only includes soft toys alongside sustainable paper-based toys and books. Moreover, the fast-food giant is phasing out plastic toys across the world, with Burger King taking a similar course of action.
After all, the conscious customer is not only a Western phenomenon spurred on by the “Greta Effect.” The trend is even more pronounced in Latin America and Asia than Europe – according to 2020 Julius Bear Research, likely because of more first-hand experiences with environmental issues.
As such, the conscious customer is a global trend that many businesses must consider as a means to safeguard their revenues.
The Business Impact of the Conscious Customer Is Significant
Consider the following statistics:
- A third of UK adults say they’re willing to spend an average of 25 percent more on sustainable products and services. (Source: Simon-Kucher & Partners)
- 64 percent of consumers reported supporting socially responsible brands. (Source: The Conscious Consumer Spending Index)
- From 2016 and 2021, there was a 71 percent increase in Google searches for sustainable goods. (Source: WWF)
Each year, these statistics rise, surging in the post-pandemic climate.
To capture the value they suggest lies with the conscious customer, diversified exposure is critical. Showcase how the business is improving from an ethical, environmental, and social perspective.
Businesses must also change how they produce existing products, reduce their electricity consumption, and innovate.
Then comes perhaps the most critical course of action: communication. Brands must highlight their efforts to customers - across many mediums - if they wish to significantly bolster their bottom line.
After all, the conscious customer wants to engage with brands that double down on their values and demonstrate their commitment to the causes they care about.