Intentional Consumerism

There is a new kind of consumerism on the rise, and the people partaking are acting against expectations.

They will pay more, travel further, switch brands, and even contribute their own labor to not compromise on their core values and desired experiences – finding creative ways to do this in a volatile economy.

1. The perfect storm of cultural awakenings and an accelerated future of tech and work have unleashed unprecedented consumer expectations for brands.
2. Increasingly knowledgeable shoppers are re-evaluating what truly matters to them most.
3. They are finding creative and self-sufficient ways to continue prioritizing their values and desired experiences while limiting trade-offs in the process.

How Intentional Consumerism is Showing Up

Digging In

Today’s intentional consumers are looking for more than sustainability claims –they want products and services that actively help them play a role in creating a better world. Skeptical of green marketing and “woke washing,” they are seeking out brands that tangibly demonstrate a value to the world and allow them to participate by living that value.

Brands Already Responding To This Shift:

• ODA, a Norwegian grocer, has reduced orders for less sustainable goods by introducing new “receipts” that tell customers how environmentally sound their shopping baskets are.
• Diaspora Co. sells high-quality spices equitably-sourced from small farmers throughout India. To support local communities and sustainable farming practices, Diaspora Co. pays their farmers up to 6x the commodity price.
• Lasso is an end-to-end recycling machine for consumers at home. The device uses internal sensors, cameras, and AI technology to clean, purify and process the materials.

Imagine a clothing brand called Restitch where consumers can purchase new clothing and choose the raw materials— with the ability to send in their own used clothing to be upcycled into the new item. Clothing would be priced based on to the upcycled materials and the need for new fabric. Shoppers would receive a breakdown of their savings and the environmental resources saved.??

Slowing Down

The pandemic forced consumers to slow down and experience, enjoy, and connect with purchases in new ways. Intentional consumers value products and services that help them live more thoughtfully and pleasurably, creating a new approach to mindful consumption.

Brands Already Responding To This Shift:

• Skincare brand SelfMade incorporates ingredients that benefit mental well-being to address the emotional triggers behind common skin ailments, as well as treating the skin itself.
• Dyper is a sustainable diaper subscription service offering pick up and disposal services for their biodegradable and compostable diapers. Customers simply dispose products in the provided trash bag and arrange for doorstep pickup.
• Marcellus Foods is a new-concept grocery store offering only 80 prepped ingredients, made in-house or sourced from locally. Prepped ingredients and provided recipes help create more resilient food networks, decrease food waste, and make cooking easier for consumers.

Imagine a skincare company called Make-it Mine that allows you to create “DIY” personalized face masks at home. The kit comes with active ingredient concentrates, each with their own functional benefit, and aromatherapy vials. Just mix the ingredients with staple kitchen ingredients, like avocado, egg or coconut oil — for quick-to-assemble, highly potent skin treatments, personalized to your current needs.

Leveling Up

Consumers are tired of what they have been wearing, eating, and living in for the last two years. They’re ready to level-up their belongings and behaviors but are taking creative routes that don’t force them to sacrifice their budgets for the things they desire.

Brands Already Responding To This Shift:

• Microbiome-focused French skincare brand Gallinée launched an “Anti-Waste Operation” initiative allowing customers to purchase products nearing their expiration date for up to 70% off.
• Salvage stores are rising in popularity, where consumers can buy “luxury” items such as celebrity marinades, organic granola, and European butter, for a fraction of the price.
• Wild Fork’s boutique grocery chain cuts the “middleman” from their supply chain to offer “blast-frozen” fish and meat products as a convenient and competitively low price way to access high-quality protein.

A food delivery service called Imperfect Kitchen that partners with top restaurants, cafés and grocery stores to collect food that would otherwise to go waste. Our chefs create new, premium ready-to-eat dishes with these leftover ingredients, bringing an entirely new food experience to your doorstep.?

What It Means For You

Food & Beverages

Consumers will look for products that blend sensorial worlds, with new tastes, textures, sounds, and aromas to create experiences that fully immerse the consumer in the experience, especially as consumers eat out less.

Beauty

In an effort to live intentionally, consumers will be looking for accessible ways to infuse moments of comfort and casualness into everyday beauty occasions.

Consumers may also seek to upgrade everyday tasks into daily moments of indulgence by opting for products that create multi-step, extra experiences.?

Home & Personal Care

Personalization will continue to drive innovation, as consumers embrace the ultimate natural ingredient - their own body chemistry.

Consumer swill look for home and personal care products that work in harmony with their body’s own oils, cells and processes.

Consumer Healthcare

The lines will continue to blur between Healthcare and CPG as consumers look to Consumer Health brands to address and destigmatize their health needs.

Continue the conversation with??What If!’s?thought leaders on Consumer Goods and Services?Cecily Cohen, Daniella Gold; designed by David Reyes