The Retailer SUMMER 16_v7

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what are these brands trying to communicate? If this is not
aligned with the origin sourcing and specification of the product,
we must ask if this is misleading to customers.”
Authentic to the Core
A stand-out example of a brand which places ethics and localism
at its core is the Co-op. Its recent rebrand emphasised a return to
its traditional values, where community comes before profits.
Signalling a renewed commitment to a proud ethical heritage, the
Co-op reinstated its 1968 design ‘clover leaf’ logo, “because it
links to a time when people understood how they could be
co-owners of their Co-op and how a strong Co-op could help to
create strong communities.”
Outside of retail, at NFU Mutual we recognise customers attribute
value to the fact we operate from hundreds of rural community
branches. These roots in the community are often cited as a major
contributor to the customer service awards the business has won
and are also a definitive differentiator to online-only competitors.
The future?
Appetite for the authentic is growing among consumers
of the future.
Global trend analysts surveyed 30,000 people in
60 countries and found 66% of respondents would pay more
for sustainable goods - up from 55% in 2014 and 50% in 2013.
Millennials (aged 21 to 34) and Generation Z (under 20) were
among those increasingly willing to pay extra to companies
committed to sustainability.
Grace Farraj, public development and sustainability expert at
Nielsen, concluded: “Brands that establish a reputation for
environmental stewardship among today’s youngest consumers
have an opportunity to not only grow market share, but build
loyalty among the power-spending Millennials of tomorrow, too.”
FRANK WOODS
//
//
“Brands that
establish a
reputation for
environmental
stewardship
among today’s
youngest
consumers have
an opportunity
to not only
grow market
share, but build
loyalty among
the power-
spending
Millennials of
tomorrow, too.”
retailer | summer 2016 | 11
customer focus