Unfortunately, the Conscientious Consumer program has been postponed. If you would like more information about conferences that we will be running in the future, please contact cfm@sju.edu
Sponsored by The Center for Consumer Research
Haub School of Business, Saint Joseph’s University
Eco-friendly packaging. Sustainable architecture. Recycled fabrics. Aromatherapy. Nutriceuticals. Hybrid cars. Organic food. Green hotels. Natural cosmetics... The American consumer's focus on personal health is merging with a growing interest in global health.
We are witnessing a profound shift in priorities as people clamor for products and services that are good for their bodies, good for their community and good for the Earth. Some analysts call this new value conscientious consumerism. They estimate the U.S. market for body-friendly and earth-friendly products at more than $200 billion. In a 2007 survey, 8 in 10 consumers said they believe it's important to buy green products, and that they'll pay more to do so. Corporate responsibility is now one of the primary attributes shoppers look for when deciding among competing brands. Consumer research strongly suggests that this awareness often starts with personal health concerns and then radiates outward to embrace the community and the environment.
But, all is not rosy in the green world: Consumers are saturated with claims that products are good for them, responsibly produced and eco-friendly. The practice of greenwashing threatens to stem the growing tide of enthusiasm for consumption choices that are good for the body, the community and the earth. How can marketers pursue product development and messaging strategies that appeal to consumers’ growing desires for these products and services without creating skepticism or sounding like a “me-too?”
HOW DO YOU TALK TO THE CONSCIENTIOUS CONSUMER?
Conscientious consumerism affects many industries, yet marketers typically benchmark their efforts by scrutinizing only their direct competitors in a category. The reality is that companies have much to learn from those in other sectors as they all pursue the same customer. This conference will integrate perspectives, best practices and lessons learned from a range of businesses.