Buying sustainably. The 3 factors influencing sales

June 7, 2021

For many years now, brands with a bigger purpose are gaining more relevance and shelf space. Customers are recognising brands leaving a more positive imprint on the world; be it environmental, social, economic or other purpose-driven aspiration. But, are Mum Shoppers – given their influence and control over the household budget, seriously making room for these products in the household budget?

If you’re like the many brands in our network who largely sell to this consumer, you too want to know how likely Mums Shoppers are to support purpose driven brands, what they will pay, and how does a brands purpose influence her decision to buy.

In 2021 Mumpower set out to talk to thousands of Mum Shoppers to identify the key motivations and detractors when it comes to this trending movement. Over 2,170 Australian grocery buyers in the Mumpower research panel participated in a study to uncover purchasing intent and what brands need to know about their role in this space. If you represent a brand that talks with Mums and keen to understand this space further, here is an extract of 3 facts you need to know about buying trends for purpose driven brands, products and corporations.

Fact 1: Consumers expect you to care

In the survey, 50% of Mum Shoppers have the expectation that most brands now have a bigger purpose already in place. And, more significantly almost all are under the expectation that if you haven’t yet cemented your commitment you are certainly ‘working towards it’. The question for brand here is: Are you? And if not, given 80% of consumers do care if a brand is impacting her world for good, now is the time.

Fact 2: Customers are compelled to buy

In a world where there are so many competitive and like products, having a point of difference such as a commitment to be and do better, gives customers another reason to justify buying your product. In fact, 1 in 4 mums will buy a product/brand, simply as a result of knowing about its purpose driven case. In addition to this, a brands commitment shapes the buying experience for time poor consumers who cannot physically contribute, volunteer or donate to organisations. This way, she is also empowered and by ‘buying better’ feels like she too is making a difference.

Fact 3: Charging more is not a given

Often, brands make the assumption that a purpose driven product can justifiably charge more. And over 40% of consumers do expect to ‘sometimes’ pay more. But, charging more is not a given and as more and more brands elevate their offerings to reflect their community-minded ethos, there will be more price sensitivity and expectation that prices remain relatively consistent to competitive brands. However, the ‘extra’ amount a brand may charge will always be dictated by the value exchange and really, how emotionally connected the consumer is to both the product and the problem it will solve for her.

What does this mean for your brand?

Ultimately, customers want and expect to have more purpose driven products to choose from. As an organisation that speaks to this audience, it is important to be in alignment with the customers values and identify an authentic way to align your brand and ethos to positively make a difference in ways that matters to the customer. And in doing so, strengthen relationships for long term benefits.