Ethical living: A long-term megatrend
Pyrotec Oct 19

Date

Pyrotec, October 2019:
According to Euromonitor’s Megatrends 2019 State of Play, there are eight megatrends that help companies understand why industries are evolving as they are.

These megatrends include: Experience More, Shifting Market Frontiers, Healthy Living, Shopping Reinvented, Middle-Class Retreat, Ethical Living, Premiumisation, and the Connected Consumer.

Relating to the Ethical Living megatrend, ‘ethics and moral values are becoming increasingly integrated into consumers’ everyday lives and corporate strategies,’ reports Euromonitor. Concerns about the environment, animal welfare, sustainability, production and labour practices will continue, making ethical living a long-term megatrend.

‘More and more brands have begun to work on building and implementing their sustainable and ethical strategies. Our 2017 whitepaper predicted that environmental shifts, growing pressures from a digital savvy-audience type and NGO’s would play key roles in defining the ethical shift. According to our 2019 Lifestyles Survey, statistics now show that 28% of consumers feel good about buying eco- or ethically-conscious products, and 39% of consumers prefer to buy fewer but higher quality products,’ the report’s editor writes.

What consumers demand today:

  • Ethical and sustainable packaging
  • Transparency and authenticity
  • Inspiring and engaging brands

 

So how do brand owners communicate this transparency and authenticity to consumers at retail?

While traditional on-pack labels are limited by space, affecting their ability to engage with shoppers, Pyrotec PackMedia’s Fix-a-Form® booklet labels vastly increase the area used for communication and provide unlimited potential for cost savings and waste reduction. Importantly, they provide opportunities to tell a story or share environmental or chain of custody messages.

Another powerful way to build consumer loyalty by demonstrating that your brand cares is to utilise this extra Premium Label Solutions space to ask for feedback, to crowdsource, or to include social media campaigns and comments.

This engagement helps to build a connection between the consumer and the brand, increasing the chance of repeat sales next time a purchasing decision is being made.

While above-the-line marketing can raise awareness about promotions and drive people to the store, packaging is often one of the final opportunities to convert awareness into sales. Adding an on-pack device, such as Pyrotec PackMedia’s Fix-a-Form® booklet labels, considerably enhances a product’s ability to attract shoppers’ attention via a message that aligns with their ethical and moral beliefs.

 

For more information about how Pyrotec keeps up with global trends, visit www.pyrotec.co.za.

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