2. THE SOCIALLYCONSCIOUS
CONSUMER
Many Canadians
are concerned about
how their choices
affect the world
and their own
well-being.
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3. THE SOCIALLY-CONSCIOUS
CONSUMER
Today, 3 key trends characterize this shift—and offer rich opportunities
for entrepreneurs.
ENVIRONMENTAL
AND SOCIAL
CONCERNS
THE
“MADE IN CANADA”
ADVANTAGE
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HEALTH
CONSCIOUSNESS
4. ENVIRONMENTAL
AND SOCIAL CONCERNS
SOME TRENDS
• Half of Canadians are inclined to buy environmentallyfriendly products.
• Nearly one third of consumers are willing to pay a premium
for ethically-made products.
• One third of consumers have researched companies’ CSR policies
in the last year.
• 90% of consumers would stop buying from a company using
irresponsible practices.
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5. ENVIRONMENTAL
AND SOCIAL CONCERNS
THE OPPORTUNITY
• Environmental and socially-responsible concerns are now part of many
consumers’ buying decisions.
• Enhancing and promoting the ethical and ecological aspects of your company
can attract customers and build loyalty.
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6. ENVIRONMENTAL
AND SOCIAL CONCERNS
STRATEGIES
• Increase or build environmental and social responsibility
throughout your business.
• Seek out and form partnerships with responsible suppliers.
• Obtain certifications from trusted third-party organizations
recognizing your responsible practices.
• Tell people about your actions, including in advertising, social media
and product packaging.
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7. THE “MADE IN CANADA”
ADVANTAGE
SOME TRENDS
• Canadians are proud of products and services made in Canada.
• Two thirds of Canadians have made an effort to buy Canadian
in this past year.
• 30% of Canadians are willing to pay more for a locally-made product.
• 97% of those who buy Canadian do so to support the local economy.
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8. THE “MADE IN CANADA”
ADVANTAGE
THE OPPORTUNITY
• Canadians are buying locally to translate their social concerns into action.
• Canada is perceived internationally as “a model country”—
associated with open, trustworthy people and safe, high-quality products.
• Entrepreneurs can differentiate themselves from multinationals
by emphasizing Canadian links.
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9. THE “MADE IN CANADA”
ADVANTAGE
STRATEGIES
• Source in Canada as much as possible.
• Communicate and promote the Canadian/local characteristics
of your products.
• Emphasize other Canadian/local features of your business,
such as R&D, product design, etc.
• Highlight your economic impact, such as jobs created, local partners, etc.
• Use the “Made in Canada” brand at home and abroad to capitalize
on positive perceptions.
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10. HEALTH
CONSCIOUSNESS
SOME TRENDS
• In 2012, Canadian health and wellness services were worth $735 million.
• Sportswear sales in Canada reached $5.4 billion in 2012, a 5% increase
over 2011.
• 50% of Canadians consider the health impact of a product
before purchasing.
• 33% of Canadians are willing to pay a premium for healthy products.
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11. HEALTH
CONSCIOUSNESS
THE OPPORTUNITY
• Health awareness is changing how Canadians eat, spend leisure time
and purchase products.
• Canadians spend an average of $935 per year on health and wellness.
• Consumers are actively seeking health and wellness benefits.
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12. HEALTH
CONSCIOUSNESS
SUGGESTED STRATEGIES
• Provide new products/services to meet the public’s desire
for a healthier lifestyle.
• Adapt existing products/services to health-conscious consumers.
• Research health benefits of your products/services and use them
to differentiate yourself.
• Identify “hidden” benefits that can be marketed as healthor wellness-related (e.g.: ergonomics, comfort).
The Socially Conscious Consumer: Opportunities for entrepreneurs > PAGE 12
13. SUMMARY
• Canadian consumers are increasingly demanding products that are good
for the planet, for Canada and for their own bodies.
• Entrepreneurs should ask themselves if their business is offering
products/services that are ethical/ecological, locally produced and healthy.
• It is important to go beyond a “do no harm” mentality to consider how
your business can make a difference to your community, Canada and
the planet as a whole.
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14. FINAL ADVICE
• Reorient products, services and business practices in line
with the socially-conscious consumer.
• Try to back up marketing claims with independent certification.
Claims with no backing can generate mistrust.
• Make ecological, local and health concerns an integral part
of your supply chain, R&D, etc.
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15. REAP
THE REWARDS
By making these key changes to
your business, you will help your
company to:
• meet the evolving demands
of Canadian consumers;
• be more focused and innovative;
• enhance its reputation; and
• boost employee engagement,
operational efficiency and profits.
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Business transitions: planning your succession > PAGE 15
16. SOURCES
• Abacus Data (2011)
• BDC-Ipsos survey (2013)
• Cone Communications-Echo Research study (2013)
• Deloitte analysis of Euromonitor database (2013)
• Euromonitor database (2013)
• Synovate Global Trends Survey (April 2011)
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