Doing Well By Doing Good
Well, the word is out … and it’s not just those of us involved in “causes” that are paying attention. According the the new BBMG Conscious Consumer report, nearly nine in ten Americans say that the words “conscious consumer” describe them, and that they’re more likely to buy from companies that manufacture energy-efficient products (90%), promote health and safety benefits (88%), support fair labor and trade practices (87%), and commit to environmentally friendly practices (87%).
Wal*Mart doesn’t have to get worried, yet: the report noted that the above considerations will only cause a consumer to purchase if products are of equal quality and price. There’s that price-point issue again. We’re good at holding fast to values … until they begin to cost us.
The good news? While “convenience” used to be a major consideration for American consumers, it has been edged out by more socially relevant attributes.
Those of us who use words for a living need to be aware of this trend. Even advertising copywriters, possibly the lowest on the rung of writers (and I say this even when I’m wearing my copywriting hat!), need to know that social responsibility ins’t just the right thing to do … it sells, too.
There may be hope for us, after all. And then we’ll be … beyond the elements of style!
Posted in Process Matters, Doing the Right Thing, copywriting on November 12th, 2007