The topic of the ‘conscious consumers’ was a key focus of several keynote speakers at RESET 2023.

Industry experts shared valuable insights on how brands can adapt to this change, with Bernard Salt stating that “this is the rise of ethical customers;

these are customers that won’t just look at the price. They’ll look at the price and where it was made and to ensure that it was ethically made.”

The Lab has been tracking the attitudes of Australians for a decade and has witnessed the explosion of conversations around doing good, and people wanting greater connections and compassion. Importantly, Australians want businesses to get involved.

Being good is not a ‘nice to have’, according to The Lab Managing Director Andrew Therkelsen – especially if you want to reach the increasingly influential Generation Z.

Therkelsen, who was also a keynote said; ‘[Businesses are] increasingly being measured by our contribution to this subject and will be ever more. Expectations from consumers of businesses have fundamentally changed and they’re changing day by day, but not going backwards. Those expectations are having incremental, micro effects on consumers’ decision making and they’re gaining momentum.”

Data from a 12-month research project by The Lab, shows that the notion of good is very much front and centre with Australians:

• 84% of Aussies expect brands to take responsibility when it comes to issues of good
• 66% won’t engage with a brand if they think the company is not doing good
• 83% believe brands need values and principles

Members have access to the full presentation Andrew presented at RESET here.

Consider how your brand can align with the values of sustainability, ethics, and responsible consumption, as well as those of your customers. By doing so, you’ll be one step closer in building trust and loyalty with your customers and contributing to a more sustainable future for all.

Want to hear more highlights from RESET? Take a look at RESET Rewound for a summary from each speaker.