At Honest Communications, we pride ourselves on being a PR agency that partners with people who share our values – honesty, integrity, and creativity. Increasingly, these are also the values that consumers are looking for. Today’s shoppers want more than just a product; they want to support brands that do good, act transparently, and leave a positive mark on the world.
In fact, we’re seeing a major shift in consumer habits that ethical brands (and their PR partners) cannot afford to ignore.
The ethical spending boom: From £11bn to £82bn and climbing
Way back in December 2019, The Co-op reported in its Ethical Consumerism report that ethical spending had risen almost fourfold in the past 20 years, rocketing from £11.2bn in 1999 to a conservative £41.1bn by the end of 2019. B-daily, in fact, recently stated that the ethical consumer market is actually closer to £82bn in the UK alone. This can be seen as an indicator of how much UK consumers’ shopping habits reflect the importance they place on issues such as the environment, animal welfare, social justice and human rights.
The rise of purpose-driven purchasing
What is clear is that the COVID-19 pandemic has had, and will continue to have, an important impact on the way people buy and consume goods. As the world shut down in an attempt to stave off the virus, people began to find a growing awareness of what was really important – people, the planet, and a genuine connection to both. With extended periods of time to think, and worry, about the state of the country, the economy and the environment, consumers began to think more about balancing what they buy and how they spend their time with global issues of sustainability. This video did the rounds during lockdown, and it really sums up this period of reflection and healing.
A survey by Accenture has suggested that consumers will continue to re-focus their purchasing behaviour for at least the next decade. While these purchasing decisions are currently centred on the most basic needs such as food and hygiene, the survey found that people are shopping more consciously and buying locally, which will change habits for years to come. They say that it takes an average of 66 days for a person to form a new habit that becomes automatic to them – we have already had considerably longer than that!
What this means for brands in the home and garden sector
With this growing market, brands are being encouraged to be agile and update their activity and portfolio of products to ensure that they are able to fulfil the demand. Of course, it is a positive thing when any company adds an ethical offering to its product line, but brands beware! Consumers are savvier and more switched-on than ever, and can spot greenwashing and faux sincerity a mile off, which will cause a brand potentially irredeemable harm. In fact, it was recently found that just one fifth of consumers trust brands’ sustainability claims*. So, if you are not legit, don’t bother pretending to be.
The same research also showed that an enormous 83% of consumers would be more likely to trust a product’s sustainability claim if it had been verified by a third party. The rise in this highlights consumers’ growing distrust of brands and a desire, and ability, to conduct full research before parting with their cash and supporting a brand. If brands want to capture this ethical audience, they will have to be able to validate their sustainability practices. Accreditations such as those offered by B Corp provide consumers with purchasing confidence and hold businesses accountable, setting a new standard.
How a PR agency can help ethical brands build trust and reach
So how does PR come into play? A well-executed PR strategy gives brands the platform to share their story, gain third-party endorsements, and build trust. From influencer partnerships to media coverage in relevant titles, PR provides the credibility that advertising simply can’t.
At Honest, we specialise in home and garden PR and have a strong track record of supporting sustainable and ethical brands. Whether you’re launching a new eco-product, looking to improve your brand positioning, or need help navigating consumer expectations, we can help.
Let’s talk: Supporting ethical brands with home and garden PR
We’re proud to work with companies that want to make a genuine impact, such as plant pot innovator elho and Hillier Garden Centres and Nurseries. If you’re an ethical brand looking for a PR agency that shares your values, we’d love to chat.
Let’s work together to amplify your message and build a brand that stands the test of time – for people and planet. Get in touch here or drop us an email on hello@honestcommunications.co.uk
