ThenWhat ’s Post

Writing in The Outdoor Industry Compass about facts and fiction around sustainability as a powerful consumer driver, but also how its success lies in resonating with diverse consumer motivations and lifestyles. Unfortunately, its behind a pay-to-read wall, However it's a good investment =). Or send me a DM and i will be happy to go through the research with you! Brands today must understand these conflicting consumer emotions and adopt an even more consumer-centric approach to their business and marketing strategies. To ease navigation, we have created a Sustainability Readiness Index and identified five distinct approaches to sustainability, with three standing out as embodying a "green mindset." These archetypes have been tracked over four years with the Above The Clouds Communication Future Series. Through the NXT Sustainable Consumer Research, we have identified three primary consumer personas—The Dedicated Pioneer (12%), The Anxious Activist (28%), and The Eco Swinger (37%), representing 8 out of 10 individuals in the general population who respond positively to sustainability messaging and initiatives. Despite their shared commitment to sustainability, each group requires unique engagement strategies. #sustainability #ecoconsumers #insights #consumer #branding #abovetheclouds #outdoor #sports #strategy #ispo #scandinavianoutdoor

📊 Consumer Trends in 2024: Shifting Priorities! 📊 Consumers are redefining value, with many prioritizing convenience and quality over brand loyalty. Hybrid approaches to spending—like balancing affordable options with high-quality products—are becoming the norm. Brands that can meet these evolving needs through innovation and personalization are set to succeed. 💡 What strategies do you think are most effective for engaging today’s value-driven consumer? Read more here: NIQ Consumer Outlook 2024. https://lnkd.in/edAziKxg #ConsumerTrends #Marketing #ConsumerBehavior #Innovation

Let's ponder: Do we truly need it, or is it just a fleeting desire? Are we unintentionally fueling brand strategies, or empowering mindful consumption? Instead of mindlessly scrolling on shopping apps for immediate satisfaction, let's exercise patience and discernment. Brands often capitalize on our impulsiveness, crafting strategies to maximize profits without considering the impact on our planet. By simply questioning "need or want," we pave the way towards combating wastefulness and championing sustainability. Let's strive to become conscious buyers, shaping a future where our choices align with the well-being of our planet. Let's make a conscious choice today for a better tomorrow. #ConsciousConsumer #SustainabilityAwareness

A nuanced understanding of consumer behavior is pivotal for aligning product offerings with consumer values and perceptions. McKinsey & Company explains that as individuals increasingly seek products that are both premium and eco-conscious, #CPG brands that respond and adapt to meet these dynamic consumer needs are well-positioned to lead the market — especially as we celebrate Earth Day next week!

A nuanced understanding of consumer behavior is pivotal for aligning product offerings with consumer values and perceptions. McKinsey & Company explains that as individuals increasingly seek products that are both premium and eco-conscious, #CPG brands that respond and adapt to meet these dynamic consumer needs are well-positioned to lead the market — especially as we celebrate Earth Day next week!

A nuanced understanding of consumer behavior is pivotal for aligning product offerings with consumer values and perceptions. McKinsey & Company explains that as individuals increasingly seek products that are both premium and eco-conscious, #CPG brands that respond and adapt to meet these dynamic consumer needs are well-positioned to lead the market — especially as we celebrate Earth Day next week!

A nuanced understanding of consumer behavior is pivotal for aligning product offerings with consumer values and perceptions. McKinsey & Company explains that as individuals increasingly seek products that are both premium and eco-conscious, #CPG brands that respond and adapt to meet these dynamic consumer needs are well-positioned to lead the market — especially as we celebrate Earth Day next week!

𝑵𝒆𝒘 𝑹𝒖𝒍𝒆𝒔 𝒐𝒇 𝑬𝒏𝒈𝒂𝒈𝒆𝒎𝒆𝒏𝒕 - 𝒐𝒖𝒓 𝒏𝒆𝒘 𝒓𝒆𝒑𝒐𝒓𝒕 𝒐𝒖𝒕 𝒏𝒐𝒘❤️🔥 We truly are in a time of 𝒖𝒏𝒄𝒐𝒏𝒅𝒊𝒕𝒊𝒐𝒏𝒂𝒍 𝒓𝒆𝒔𝒑𝒐𝒏𝒔𝒊𝒃𝒊𝒍𝒊𝒕𝒚, both in terms of how consumers prefer to engage with brands, make purchases and experience their customer journey holistically, and in terms of how businesses need to change to serve a more responsibly minded consumer. Meeting the needs of today's consumers unconditionally and thereby moving from a customer-centric towards a consumer-first approach is more critical than ever. To become truly consumer-first, businesses need to... 1) Reassure consumers that the product they're purchasing has not a negative impact on our 𝗽𝗹𝗮𝗻𝗲𝘁 or climate 2) Offer customers 𝗰𝗼𝗻𝘃𝗲𝗻𝗶𝗲𝗻𝗰𝗲 and make their life easier 3) Enter the 𝗲𝗰𝗼-𝗱𝗶𝗴𝗶𝘁𝗮𝗹 𝗲𝗿𝗮, i. e. by utilizing new technologies such as GenAI 4) Be willing to recommend the competitor's product if you know it meets your customers' needs, thus working within an 𝗲𝗰𝗼𝘀𝘆𝘀𝘁𝗲𝗺 𝗼𝗳 𝗯𝗿𝗮𝗻𝗱𝘀 5) Think about what customers want to 𝗳𝗲𝗲𝗹 when they experience your brand or product 📃Check out the full report to learn more on how to take the engagement between consumers and brands to the next level: https://lnkd.in/ezYHvjuF #consumerfirst #experiences #innovation #digitalmarketing #frog

Meeting the needs of today's consumers and moving from a customer-centric towards a consumer-first approach has become even more critical. 📃Check out the full report to learn more on how to meet consumer needs: https://lnkd.in/ezYHvjuF #consumerfirst #customerexperience #innovation #digitalmarketing #frog

Could you imagine telling a customer “Don’t buy this, it’s not right for you” and instead suggesting a different option? 👀 #ChiefChallenges: The New Rules of Engagement looks at three strategic led approaches to thrive in consumer responsibility 📝 🌟 Impress: Lead with experience 👨🔧 Architect: Build on purpose 💡 Extend: Elevate your loyalty story  #CustomerExperience #Loyalty #MakeYourMark #DesignMind