Products for Conscious Consumers – A General Introduction

Abstract

Over the last century, marketing has evolved from a simple sales support role to a complete strategic business department focused on satisfying the consumer to ensure better company results. With this end objective, marketers incessantly look for consumer data to better understand the consumer. Identifying the customer needs is vital to offer the right product, with the right price, at the right place and with the best promotion. However, consumer-centric companies have to deal with powerful clients in an environment more competitive than ever. In parallel, significant concern about sustainability has grown. The impact of humankind on the planet and how companies redefine their business models to satisfy consumers are trending topics, especially in countries where consumers are informed and concerned by the impact of humankind on the planet. Thus, customers request sustainable companies to offer sustainable products and services. However, transforming the business models, reviewing the supply chains or developing green products is not easy. Companies fail to respect consumer demand. Thus, professionals can ‘greenwash’ procedures generating, in the long run, a solid negative feeling of scepticism towards companies and, more specifically, towards marketers. Developing sustainable products, educating the market and supporting clients with accurate information should be the end goal of all marketers who truly believe in customer-centric organisations and want to build a sustainable customer relationship.

Citation

Burgal, V. (2022), "Products for Conscious Consumers – A General Introduction", Ogunyemi, K. and Burgal, V. (Ed.) Products for Conscious Consumers, Emerald Publishing Limited, Leeds, pp. 3-13. https://doi.org/10.1108/978-1-80262-837-120221001