I recently picked up an issue of Trendwatching that describes a new trend among consumers who are on an epic quest for a new form of consumerism: free from guilt over negative impacts on themselves, society and the planet. They're looking to brands for answers. One consequence? Consumers will increasingly demand that brands make painful SACRIFICES that meaningfully reduce the harm those brands cause. From refusing to sell unhealthy products, to eliminating socially toxic operations, to giving up key assets, there are plenty of SACRIFICES brands can – and will be expected – to make.
What is happening in companies? We see a lot of activity among companies with CSR initiatives and social reports, but consumers remain skeptical. They want to see brands sacrificing to reduce negative effects on consumer well being, and they want brands to be coherent, to do as they say.