The Moral High Ground: How Businesses Appeal to the 21st Century Consumer

As we continue in an age where consumers are becoming more and more morally conscious with their purchases, it is important for businesses to uphold these morals in their central ideologies. Considerations such as ‘which one is the best’ or ‘which one is the cheapest’ will always be at the forefront of the public’s mind when they are deciding which product to buy but they are now joined by a few more. Questions such as ‘which one is healthier’ and ‘which one is more ethical’ are now a major part of many consumers’ thought processes and for whether a company’s products conform to these morality queries could be make or break as to whether they are purchased.


Fair Trade

If you were to go back a few years, the idea of a food product being described as ‘fair trade’ was usually only associated with high end products. However, the public have become more and more aware of the importance of this initiative and the work that this foundation does. Not to mention the impact that it can have on those less fortunate than us. Today our supermarket shelves are full of over 3,000 fair trade products that range from coffee to flowers and these products are now more accessible to people with any budget. One of the original fair trade products, chocolate, has gone from strength to strength with sales rising from £18million in 2005 to a massive £343million in 2010 as the fair trade word spreads. Buying fair trade is now seen as a status symbol and with a view that you are a better standard of person for buying these products; something that makes becoming a fair trade company vital for most food businesses.

Sustainable materials

These days we seem to be given regular updates as to how much of the rainforests and other important wooded areas are being destroyed. Useful initiatives have been put in place to help these rapidly declining areas. For example: making sure a certain number of trees are planted in the place of ones that are chopped down and ensuring that small areas are not subjected to intensive harvesting on a regular basis. To coincide with this and to match the newly responsible market that they are hoping to appeal to, construction material suppliers and home improvement companies started to use these morals as a marketing ploy. Advertising their products as being made from sustainable materials and stating that they only trade with partners that share these policies will hopefully reach out to the caring consumer.

Healthy eating

Nowadays we all want to know exactly what goes into our food. Every gram of fat and every chemical that goes into the production of our favourite food are now detailed on the back of most product packaging, leaving unethical companies with nowhere to hide. For businesses in the food industry, transparency is key. If you want to be trusted by the public it is important to ensure only the healthiest ingredients are involved in the production process. Although this is not necessarily a new tactic, companies are using the idea of healthy living a lot more to help sell their products. Information such as how many of your ‘five a day’ can be found in the produce and the introduction of ‘be good to yourself’ ranges of food have helped companies maintain a good moral image in accordance to the needs of  the 21st century consumer.

Chris Mayhew writes here on behalf of Oak Flooring Direct. This online company supplies quality solid oak wooden flooring from leading brands such as Boen and Kahrs. They offer flooring solutions made from sustainable materials and only work with partners that share their sustainability policies.

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