The growing consumer demand for brands to 'do the right thing'

Scott McCubbin , Associate Director at Continuous , reacts to BESTSELLER's powerful yet understated efforts to support Turkey and comments on the growing consumer demand for brands to simply do the right thing

If we’ve learned anything from the last two-three years, it’s that most consumers are demanding more, which is why I want to highlight the actions by?BESTSELLER.

Often acting below the radar, the Danish-based fashion group shared one post recently showing clear action to support its Turkish suppliers and customers following the tragic earthquake.

Simple, effective, meaningful.

A snippet of the post reads: "The temperature in some of the worst affected areas is below freezing at night, and with hundreds of thousands of people now homeless, delivering warm clothes to victims and people assisting in the rescue efforts is the most critical action BESTSELLER can take at this time.

"BESTSELLER is working to implement further donations which we expect to occur in the coming days.

"More than 10,000 jackets for children, women and men have been donated to AFAD, the Turkish disaster and rescue authority. As well as housing containers to be used as temporary accommodation.

"Almost 4,000 jackets have already been transported from BESTSELLER’s warehouse in Turkey to help centres organised by AFAD, who will deliver the jackets and housing containers to victims in affected areas in Turkey. The other jackets will be delivered as soon as possible."

The company has a track record of doing the right thing and not making a great deal of it.

But it's important that consumers actually hear what a brand says and does.?

We've been on that journey with our client,?Primark.

We’ve seen a noticeable shift first hand, working with our research partner?Market Measures. They looked at the shift taking place.

More than half of consumers are interested in authentic brands who share their values

57% of consumers said they would choose a fashion brand that was authentic and aligned to their own values – it wasn’t just about the product they sold.

When it came to the more progressive (and influential) segment (we called Consumer Activists) this increased to 78%.

Almost half of all consumers said they are shopping more sustainably and a?third of consumers would boycott a brand if they disagreed with the brand’s behaviour.

In other words, the commercial benefits are there to see on the bottom line.

And of course, to complicate matters, cynical consumers are more likely to see through a thin veil of 'doing good' – it has be real, tangible.

Visit wearecontinuous.net to learn more about Continuous or email [email protected]