Christmas is just around the corner and big name brands are appealing to our love for a bargain. Everywhere we look we are being inundated with opportunities to spend big with the lure of a discount. We had Click Frenzy last week, and Black Friday and Cyber Monday are on their way. This was once a US only mass retail phenomena and it seems now the rest of the world has been taken by storm.
Hyper-Consumerism is the consumption of goods for non-functional purposes, and the pressure to consume those goods. This frenzy inducing sensation has reached dizzying heights and appears to be doing more harm than good. Consumers are pushed towards debt and higher stress levels. Mass production is also having a significant impact on our environment.
Let’s take a minute to pause. Should we shift our focus?
Conscious consumerism is a growing trend that considers the social, economic and environmental impact every purchase has. A conscious consumer looks at who is providing the product, asks if they are ethical, and considers how the product impacts each environment through it’s creation and delivery.
By eliminating impulse buys and opting for companies and products that create positive impact, we communicate a preference for a better world. The choices we make have the power to incite change in the way brands interact with their customers.
Beauty Brand DECIEM provides a great example with their response to what hyper- consumerism frenzy sales bring. They are boycotting Black Friday in support of their customers, employees and the environment.
Believing skincare purchases should be based on education over impulse DECIEM are closing their stores and website on Black Friday. As an alternative, they are offering a month of skincare education with their “ Knowvember” campaign. As well as site wide discount of 23% for the entire month to encourage their customers to make considered purchases.
“During traditional promotions, many brands see a discount as the main driver of engagement - the promotion starts and the customer shops. We wanted to reframe this by not simply offering a discount, but by spending more time than ever guiding our audience towards making the right decisions for their specific needs…. The idea is to encourage people to know more, so they can buy less.” - Nicola Kilner, CEO of DECIEM
Rather than obsessing with sales, it is refreshing to see a brand concentrate on quality, education and caring for their customer’s wellbeing. An initiative that will no doubt reward the brand with customer loyalty and ‘recommendation’ that lasts way beyond November.
A recent KPMG global survey found that 66% of customers are likely to write a positive online review after a good experience with a brand and 86% will recommend a company to friends and family. “To build loyalty today an emotional connection is no longer a nice-to have it is a need to have” says KPMG Global sector leader, Consumer and Retail, Renee Vader.
Many small businesses are choosing similar trends, avoiding flash sales, instead opting to offer superior service and quality engagement. They often can't afford to lower prices and compete with these mega sales. Their focus is on what counts, the customer, their employees and our community.
By supporting them we can be the change we want to see.
A timely reminder that happiness is not on-sale at a discount store!
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