Shoppers under 30 want social responsibility
It is not unusual for advertisers to develop new marketing strategies, but more often than not, their aim is to highlight the promotions and deals their respective organization is currently offering. A new survey, however, suggests businesses hoping to attract shoppers under 30 years old should instead focus on promoting their efforts to support sustainability and any charitable works.
A recent survey conducted by KPMG, a financial advisory firm, found an overwhelming 70 percent of consumers under the age of 30 consider the social implications of a purchase prior to making one. The young shoppers specifically cited human rights, sustainability and fair trade to be amongst the most pressing issues.
How to promote
Promoting a business's philanthropy or dedication to social justice is a delicate practice. It's easy to come off as exploitative, so carefully structuring direct mail pieces to appropriately inform customers of a business's good deeds can help bring in the customers who are concerned about such issues without overdoing it.
Be green
Direct mail isn't traditionally thought of as an eco-friendly medium, but the truth is that it's actually greener than most. Paper from the long practiced marketing technique accounts for only 2.4 percent of municipal solid waste, and since 1990 the recycling recovery rate of direct mail has grown by over 700 percent, according to the Environmental Protection Agency. Businesses can add facts like this to mailers and even tout using recycled products. An infographic from the Intelligence Group showed more than 40 percent of consumers say whether or not a product is made from recycled materials strongly influences their purchasing decision.
Avoid overt commercialism
Promoting the social consciousness of an organization can lead to increased exposure and sales, but focusing too much on the business side can come off as exploitative. If a company sells coffee and they want to send out a wide promotional mailer to highlight the fact that their product is free trade, they should be careful not to appear overly promotional. Sometimes keeping a more neutral, informational tone can help pass along a delicate message without it sounding forced.
Direct mail affords advertisers a creative license simply not available through other mediums. Businesses can use that in postal efforts to showcase their less commercial aspects. To help ensure the swift and accurate delivery of socially conscious - or any - mail pieces, companies can invest in mailing software, which automates a number of the processes and helps streamline operations.