The Mindset of a Conscientious Shopper, Explained

Bethany Johnson, Writer

This article is part of Square’s definitive guide on eCommerce best practices during the holidays. Explore the guide to learn how to curate a festive and stress-free shopping experience for your customers and stay competitive.

There’s nothing better than a satisfied consumer. Someone who had a need, sought a solution, made the purchase, and now delights in it. Some buyers, though, need more than the satisfaction of a bargain. They need to know their holiday purchase has benefited the environment or society, and that no harm was done in the making and fulfillment of their shopping experience.

In fact, roughly two-thirds of consumers are willing to pay more for sustainable brands, according to a 2015 Nielsen report. Google also witnessed an eightfold rise in searches for “plant-based diets” in the last two years, and a quintupling in the number of searches for “zero waste.” This mindfulness extends beyond sustainability — from fair working conditions to charitable donations.

This is the conscientious shopper. The one who knows that nothing is truly free, and that when they “score a deal,” the cost is often transferred over to something — or someone — else. While big brands have notably taken steps to create a more ethically sound shopping experience, small businesses can also participate in this movement, especially during one of the most charitable times of the year.

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Understanding the conscientious shopper

According to recent research from SAP, over half of winter holiday shoppers are conscientious consumers. Here’s what you need to know about them.

They put their money where their mouth is. According to SAP, 51% of shoppers would be willing to spend more on holiday purchases from companies that advocate for a cause or stand for particular values. Sixty-three percent of respondents said they prefer buying gifts from brands known to support specific causes, and 60% actively avoid buying from brands that stand for causes they don’t agree with.

Youth is fleeting, but mindfulness is not. Demographically, millennials are leading the conscientious consumer trend, with 73% saying they’ll pay more for sustainable gifts and experiences, according to Nielsen data.

“On second thought…“ Conscientious shoppers will switch to brands they want to support — without the holiday pageantry. Experts at the Haas School of Business with the University of California, Berkeley found that members from younger age groups especially switch to brands that associate with specific causes at a rate of 90%.

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How to meet the conscientious shopper’s expectations

Responsible consumers buy products and services that counteract negative byproducts of conventional holiday production and consumption. These effects include environmental harm from industrial farming methods, unfair labor practices, unequal treatment of underrepresented groups, and mishandling of sensitive data, to name a few.

Here are some ways to engage with conscientious shoppers.

Define and communicate your values. You can begin communicating your brand’s values on your website, in your eCommerce marketing, and on social media. If it’s not environmental conservation, maybe it’s equal pay for women, the inclusion of minorities in executive leadership, or clean water for rural communities. Fellow cause crusaders will identify with the gutsy move and applaud your goodwill.

Choose an ongoing way to get involved. Once you’ve clarified and spoken about what matters to your brand, learn which established nonprofit you can help in an ongoing way to effect change. Then, give. Corporate giving accounts for just five percent of all charitable contributions, according to The Giving Institute. Do your part to increase that percentage, and then pay it forward by engaging and galvanizing your own business community to take part. Offer customers and employees a matching gift program, organize a volunteer event hosted by your business, or add a link to the nonprofit’s website from your online store. Remember, conscientious shoppers appreciate it when companies are consistent in their values.

Cultivate all types of brand advocates. Social responsibility consulting firm Good.Must.Grow says higher-income buyers and female shoppers are more likely to be motivated by corporate responsibility. But segmenting buyers this way can do both them and your brand a disservice. Instead, consider using shared values to identify conscientious shoppers, and communicate with them based on those values (not their age, gender, or income level). Once you connect with conscientious consumers, encourage them. They know that their dollar has a unique type of power, and they use that influence to bolster causes they care about. Help them do that by cheering them on.

How to catch their eye

Strategies for cementing brand perception among these shoppers vary from conscientious communication to taking a deeper look at how you’re conducting business.

Trade “bah, humbug!” for a “humblebrag.” Tell the world what you’re doing to effect change. Some small business owners hesitate to “brag” about all they are doing to help support a cause. But the holiday season is the perfect time to spotlight how your business contributes to your local community and beyond. Shoppers are thoughtful during the holiday season. Your generous tidings may even inspire someone to look into becoming a more conscientious consumer year-round.

Inspect your own supply chain for areas where you can benefit the common good. Not sure where to begin? Experts at Sustainable Business Toolkit recommend switching suppliers to include eco-friendly or fair trade ones. Create a page on your website or add a product filtering option to highlight your ethically sourced goods. Also consider swapping conventional gift packaging for recyclable materials (including soy-based ink) or adding more efficient shipping options to your online checkout.

Offer an avenue for partnership. Give your audience and customers a way to participate. Last year, over $400 million was donated online on Giving Tuesday alone. This seven-year-old holiday is indicative of the rising desire consumers have to counter their consumption with jolly magnanimity. Celebrated on the Tuesday after Thanksgiving, #GivingTuesday is the perfect time to band together with socially conscious and ethical shoppers.

In addition to your products, you can continually promote your brand story and values to your customers. Give them peace of mind that comes with knowing their festive purchase did good, and not harm, to the environment and society.

The holidays can be the busiest time of year for businesses. From helping shoppers find the perfect gift to keeping up with your inventory, sellers need to wear multiple hats. Square is here to help. We have all the tools you need to start, run, and grow your business, whether you’re selling in person, online, or both. And we’ve made all our tools to work together as one system, saving you time and money — and making decisions easier. So you, too, can enjoy the most wonderful time of the year. See how Square works.

Bethany is a writer covering emerging technology for small businesses, content marketing for enterprise-level practitioners, and consumer trends.