{"id":3730,"date":"2021-02-09T16:56:08","date_gmt":"2021-02-09T12:56:08","guid":{"rendered":"https:\/\/4sightglobal.com\/kenya\/?p=3730"},"modified":"2021-02-22T14:23:34","modified_gmt":"2021-02-22T10:23:34","slug":"the-rise-of-the-responsible-consumer","status":"publish","type":"post","link":"https:\/\/4sightglobal.com\/kenya\/the-rise-of-the-responsible-consumer\/","title":{"rendered":"The Rise of the Responsible Consumer"},"content":{"rendered":"

[vc_row][vc_column][vc_custom_heading text=”The Rise of the Responsible Consumer.” font_container=”tag:h1|text_align:left” use_theme_fonts=”yes”]

<\/div>[vc_column_text]A \u2018reset\u2019 button for all of us<\/strong><\/p>\n

COVID-19 has had a dramatic impact on our lives as consumers and shoppers. In just a few months, the pandemic has in many ways made us \u2018reset\u2019 our attitudes, behaviors and purchasing habits, many of which will \u2018stick\u2019 in post-pandemic times.<\/p>\n

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While purchases initially were centered mostly around basic needs, we are now shopping more consciously, buying local and embracing digital commerce. Attitudes regarding socially responsible behavior are also being redefined – not just ours but also our expectations from the brands we consume, experience, support, etc.<\/p>\n

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A \u2018tipping point\u2019 for local businesses and local brands<\/strong><\/p>\n

SMEs form the backbone of any economy; however, they are the ones who are worst affected because of this pandemic. During these times, our \u2018neighborhood\u2019 groceries, merchants, and service providers have been our saviors. We realized how important they are to us \u2013 they are our ecosystem, our community – without whom, our lives would have been tough to sustain over the last few months.<\/p>\n

Opting for locally grown\/produced products may fast become a necessity for businesses and consumers who are concerned about product\/sourcing origin (especially if they are from severely impacted countries) as well as practical supply chain and logistical challenges. This has created a fertile ground for the local businesses and local brands to thrive, while presenting an opportunity for us (consumers) to become \u2018more responsible, ‘caring\u2019 and contributing to resurrect \/ support our local heroes \u2013 our ecosystem, our lifeline. This \u2018responsibility\/care\u2019 may now have to border on activism \u2013 this may be required to bring our local economies back.<\/p>\n

\u2018Trust is foundational\u2019 in this symbiotic structure <\/strong><\/p>\n

The relationship between a business and its customers is often a delicate one. One bad experience and the consumer will remember that and may even socialize with others. “Trust is that feeling when you walk away from an interaction with a brand or business and feel happy about it \u2013 you were treated well, the interaction was pleasant, satisfied with the item or service you received and an overall great experience”.<\/p>\n

Between a local neighborhood store and an established retail, we know what we are most likely to experience at either location. It is that personal connection that differentiates these experiences and that is what matters to consumers!<\/p>\n

Global and big businesses are investing heavily in achieving this \u201cpersonalized customer experience\u201d digitally – local businesses\/brands counter this with the \u201chuman element\u201d, a crucial ingredient in the post-pandemic world\u2026we have learnt it the hard way, isn’t it?<\/p>\n

International Brands, raise your ‘responsibility quotient’ <\/strong><\/p>\n

For consumers, supporting local business is critical in a post-pandemic world, in terms of reviving local economies. Supporting local business typically could mean sourcing local products and\/or an associated national pride with home-grown brands and\/or seeking products that meet the local palate preferences.<\/p>\n

This is where the opportunity for global manufacturers, retailers and brands lies – leverage the local appeal to mitigate consumer concerns, by being a partner in the equation. Consumers are expecting these companies to raise their ‘responsibility quotient’!<\/p>\n

Communicate with different Responsible Consumer<\/u> ‘Personas’<\/strong><\/p>\n

Individual opinions and needs are shaped by our own psychology and how we view our environment and the role we have in it.<\/p>\n

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One size doesn’t fit all – though the concern about the current situation is mainstream, the strategies adopted by consumers are more likely to be shaped by their personalities, motivations, how they want to react under such circumstances, the role they would like to play, etc.<\/p>\n

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Businesses and brands, both local and international, need to engage with them in alignment with their brand’s essence – ensuring that the message is the right shade of ‘responsibility’ that resonates with their target consumer’s persona.<\/p>\n

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Below are some examples of the different ‘responsible consumer’ personas\u2026<\/p>\n

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Persona 1: \u201cThe time to act is NOW. We should not sit back\u201d<\/em><\/strong><\/p>\n