Conscious Consumerism: Understanding the dilemmas of today’s consumer

What is conscious consumerism?

Conscious consumerism is a key trend that will impact all consumer-facing brands in the years to come. It refers to the concept of consumers making decisions about what, why, how and where they buy. Both consumers and businesses are more aware of how consumption impacts society at large. Shopping sustainably, with the intent to preserve the environment, is only one part of conscious consumerism. How – and how much – we consume is yet another.

Digging deeper

When consumers buy particular products, they are in fact financially supporting the companies and brands behind the products, while they might not necessarily support these brands in a social, ethical or philosophical sense. Their choices are based on affordability, availability and convenience. Consumers, particularly Millennials, increasingly claim that they look for brands that embrace purpose and sustainability, but are not always willing to pay accordingly. Also, as concerns about personal finances are rising all around the world, more consumers are facing choices between sustainability and affordability. So are consumers truly making more conscious choices – or are they just claiming to do so?

Report and deep dives per industry segment

In the Deloitte report 'Conscious Consumerism: Understanding the dilemmas of today’s consumer’, we will dive deeper into these questions and into the consequences of this trend for each industry segment. For instance, when it comes to Retail, how many Dutch consumers would rather buy a more sustainable and more expensive product than a cheaper one? Or, for Consumer Products: how many of them think we need to reduce our consumption to protect the environment? What does Conscious Consumerism mean for Automotive – for instance, how many Dutch consumers will purchase an EV when prices fall below €30,000? And finally, when it comes to Transport, Hospitality and Services, how many Dutch consumers will consider sustainability for their trips and holidays? And how many of them want to consume goods sold close to their production facility to reduce transportation emissions?

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