In our March You’re MarketingKind gathering we look forward to discussing how we can close the attitude-behaviour gap in GEN Z ETHICAL CONSUMPTION with Sally Donohoe and Dr Chris Arnold.
Sally Donohoe, the research author, and consultant on ethical consumer behaviour, says: “A failure to convert attitudes and intentions into behaviour is what defines the ethical consumption gap. It’s like a sales funnel with millions of warm prospects sitting there unconverted. Brands should consider the opportunity cost from unsubstantiated sustainability claims or from a lack of clarity on what ethical claims mean. Gen Zs frugality comes with greater scepticism towards price mark-ups (34% of Gen Z surveyed in the study said they regularly research brands’ ethical credentials online compared with 22% of average consumers). To win these young consumers over, you need to convince them their actions count.”
Dr Chris Arnold is a creative, strategist, speaker, entrepreneur and author of Ethical Marketing & The New Consumer. He has a passion for showing why businesses should value neurodiversity and you can watch a short clip from our previous session with Chris here.
If you’re not yet a member of MarketingKind and you would like to join to attend this gathering you can sign up for our 30-day free trial membership by completing your application here.