Why Conscious Capitalist Brands Win With Cause Focused Millennials

This essay talks of millennials and their thirst for the sustainable within their products however it is for a spray and not food but the intent and reactions are still the same, he talks how the product came from the consumer revolution that nurtures the health of the next generation. they design with the planet in mind. Also talks about what the consumer expects from their brands, they choose a brand that reflects their values and ideologies. 

Why Conscious Capitalist Brands Win With Cause Focused Millennials

It would be all too easy to consider the generation that coined the phrase “selfie” as narcissistic. However, the truth of the matter is that the millennial generation cares deeply about the environment, the global community and social justice. They value deep personal connections with brands and will reward those who stand for more than their bottom line.

Research shows that nearly 40% of millennials are more likely to buy a product or service when their purchase supports a cause. Furthermore, about 45% of millennials (compared to just 27% of non-millennials) believe they can contribute to a cause they care about more easily through a company’s program than on their own. Millennials are also the first generation to truly be invested in environmentally-friendly products and their uses. They prioritize purpose and sustainability even more than financial rewards, and more than half are willing to pay extra for a “greener,” healthier product. Not only is this exact opposite of narcissism, but it also creates opportunities for brands to act as conscious capitalists.

Interview:

Joey Bergstein talking about the sustainable product: It comes right from Seventh Generation’s mission: to inspire a consumer revolution that nurtures the health of the next seven generations. We create products for the home that are not only effective, but also designed with concern for human health and the planet. In this vein, disinfectant spray was a household category that we saw as ripe for innovation based on the newest generation of parents and consumers -- Millennials. They have different home product expectations than previous generations.  They want green alternatives and are more aware of germs and viruses than ever before.

Fromm: Millennials largely show their identity through the brands they buy and support. How does Seventh Generation fit into that behavior?

Bergstein: People adopt brands from brands that reflect their values. When it comes to Seventh Generation, we hope people choose us because we create functional products that are also thoughtful about the environment. We carefully follow the great law of the Iroquois nation: in our every deliberation, we consider the impact on the next seven generations. We take pride in being a brand that consumers want to identify with and are proud to use. 

We also know transparency is important to Millennial consumers. We not only provide products that meet the home care needs of the Millennial consumer, but advocate for consumers’ right to know that the products they’re using are safe for their family and the environment. We take an active role in the movement to advocate for ingredient disclosure, including supporting legislation that requires manufacturers of consumer household cleaning products to disclose all ingredients on pack.

Fromm: What brand attributes do you find to be most appealing to the conscious Millennial shopper?

  Bergstein: Research has shown that sustainability is a growing priority for the Millennial consumer. 
They’re more likely to purchase eco-friendly products, work for sustainable employers, and support environmental policies and regulations. As such, they’re loyal to brands that have a greater mission and are dedicated to people and the planet, rather than solely focused on driving profits.