Make→Shift is part of TrendWatching's Free Trend Updates. Each monthly issue examines one cross-industry movement no brand can afford to ignore, answering 'why now' and spotlighting the opportunities brands can act on today.

All in a six-minute read. 

VALUE DISSONANCE

It isn't easy for purpose-driven consumers to separate genuinely ‘good’ brands from sneaky PR pranksters. We're living in an era of overwhelm — so much choice, so many brands, so many hollow marketing messages. And instant gratification (no matter the ramifications) is only a swipe away. Rather than add to that overwhelm, curate with labels to help people find true value. In Sweden, for example, a pilot carbon labeling scheme saw consumers pick products that were 25% less polluting than they previously did.

INSTANT ACTIVISM

Surprised? Nope, neither are we. According to a recent survey, over half of consumers in 16 countries believe they have the collective power to help halt climate change. Consumers are adopting the tactics of soft activism by viewing each of their purchasing decisions as a vote for a better world. Don’t just take our word for it: across the globe, 79% of consumers are changing their purchase preferences based on social responsibility, inclusiveness and environmental impact.

RECLAIM CONTROL

Mega-brands like Unilever might be devising their own labeling schemes, but outsiders are keeping score, too. Some brands have third-party impact tracking built into their services, giving consumers the inside scoop on their purchases. Case in point: Klarna, the Buy Now Pay Later firm (with over 90 million users worldwide), has an integrated carbon tracker which estimates a product’s footprint from production to delivery at a shopper’s front door. The key takeaway here? Label or get labeled.

BOLD IS BEST

Don’t bury your labels in smallprint! Earn the respect of conscious consumers — and make their lives easier — by designing labels that are impossible to avoid, and by placing them in clear view. There’s no point in confusing people with complicated terminology either: figure out a system that consumers can instantly understand. One great example? Cocokind. Each of the skincare brand’s products is stamped with a label that outlines its impact across four lifecycles, from sourcing through to disposal, along with granular breakdowns of exactly which product components are recyclable.

JOINT JOURNEYS

As consumers try to reach their own ethical benchmarks, they’ll empathize with brands that are doing the same. Take strength in your vulnerability. Consumers don’t expect brands to be perfect, but they do expect full transparency. Over 60% of UK consumers value brands that are transparent about their operations, celebrating progress over perfection. Labels aren’t about one-upping your competitors, but demonstrating a commitment to progress — whether you’re new to the game or a well-seasoned pro.

EMPOWERED PARTNERS

Prove your transparency by inviting a third party, like Good on You, to score and label your products. There’s a double-win to be had here. Not only will you earn consumer trust, but the process might help uncover blind spots in your supply chain that need cleaning up. Or, step it up a gear. Do like Allbirds and make your brand an authority in product transparency by setting up your own product-testing scheme. Who knows? Cause enough of a stir and your efforts might nudge governments over the greener side of the fence.

From "The Fight for Facts" to the new "Hands Off" economy, our previous Make→Shift issues provide a cornucopia of purpose-driven insights, plus actions you can take on the trends that matter.