Products with a Purpose | Marketing with a Message
By Serena Muthukumarana 
In today’s market, consumers are looking for products with a purpose. Gone are the days when brands could solely rely on the glitz and glam of the products themselves. People, planet, and profits are the 3Ps guiding the future of Sustainable Business Strategy, according to Harvard Business School. Consumers are seeking to align their values with purchases and are willing to splurge if that means they have a say in how the product is made. Knowing an item is sustainably made can make people feel that, for a slight price jump, they are supporting ethical production practices.
That extra dollar provides consumers with ease of mind and allows them to feel like part of the team within that brand, working to do the right thing one step at a time. Like planting a tree or picking up trash, consumers curate purchases to be environmentally beneficial in order to make their actions more climate-friendly and sustainable. A major priority for future generations of consumers is for preferred brands to avoid overlooking the damage production imposes on the earth or their employees while working to make the world a better place.
B-corporations are certified companies that make ethics in their production process a top priority. From fair and safe work environments for their employees to ethically sourced materials, these companies are implementing the change consumers are seeking.
In celebration of B-Corp month, we’re taking a look at a world-famous B-Corp: Patagonia.
Patagonia has a unique and effective business model. Instead of selling their products with high frequency to individual customers, they ensure their products are durable and repairable in order to minimize clothing waste and help consumers avoid buying new products.
Patagonia prices are above average enabling consumers to reduce their discard rate, highlighting the sustainability aspect these consumers are seeking. While the value of clothing items overall is decreasing, Patagonia is able to sell merchandise at higher prices given their strong commitment to modern eco-friendly values.
Catering to the consumers and what they are seeking today is very different than even 10 years ago. A recent study by Forbes showed Gen X consumers are willing to spend an extra 10% on average for sustainable products. As with Patagonia, we see how powerful shifting priorities can impact a brand’s presence and profit margin.
We’ve all heard the phrase, “the customer is always right,” and focusing marketing messages on these consumer demands demonstrates brands’ willingness to partner with consumers and do what’s best. Consumer priorities have changed greatly and getting ahead of what consumers are spending on is vital for brand survival.
Interested in learning hearing how W5’s research supports B-Corps like Patagonia stay ahead of customer wants? Check out W5’s recent blog post, Celebrate: It’s B Corp Month.