7 aspects of customer behaviour that are shaping the new era of ecommerce (episode 4 of 7)

In this episode 4, we will delve into the evolution of the modern consumer, who has become more aware of societal and environmental issues. We will examine how this awareness influences their choices of products and merchants. You will discover why it is crucial for companies to adapt to these new expectations regarding eco-responsibility and ethics, and how they can effectively communicate their commitments to retain an increasingly demanding and informed clientele.

Consumers are aware of societal issues and this trend has increased during lockdown. New factors are being taken into account when they choose retailers and products. It is in strongly in companies’ interest to adapt the way they present themselves and to communicate a sense of their commitment in order to win and retain customers.

4. Customers have a social conscience

CUSTOMERS CARE ABOUT THE ENVIRONMENT
The impact of our behaviour on the planet has become a major concern for today’s consumers. They are aware of the origin of products and of eco-friendly choices that retailers make throughout the supply and distribution chain. During various national lockdowns, consumers were torn between the need to stock up on basic necessities and the consequences these deliveries were having on the planet. Should they choose click and collect to limit the impact of CO2? Is the packaging recyclable? Where do the products come from? Not all the answers to these perfectly reasonable questions can be found when shopping online.

A LONG-LASTING GLOBAL MOVEMENT
Consumer concerns for the planet can also be linked with a stronger interest in their own well-being. 7 out of 10 consumers believe that the health crisis has made them more aware of their physical and mental health (PwC Survey - Global Consumer Survey 2020). This is why they are looking for healthier products - whether these are food, clothing, hygiene products or even home furnishings. They are also concerned about the ethical behaviour of companies during a time when the crisis threatens many jobs. Economic tensions are high, and consumers are more readily turning to companies that can demonstrate they are acting ethically towards their employees, despite financial constraints.

A CASE IN POINT: BLACK FRIDAY GAVE BIRTH TO GREEN FRIDAY
Black Friday was once again controversial this year. 57% of people believe that this commercial celebration has a negative impact on the environment - an increase of 6% compared to last year (YouGov Survey - October 2020). Created in 2017, Green Friday aims to make consumers aware of Black Friday’s social and environmental issues. Seven out of every ten people in France say they are in favour of this initiative.

BEST PRACTICES
Companies that have not yet changed their business or practices by integrating a societal and environmental commitment should do it now and make it known. Today, they should:

- CLEARLY COMMUNICATE ABOUT THEIR PRODUCTS, their suppliers and services, to reassure and win over customers.

- CHANGE THEIR PRODUCT CATALOGUE AND E-MERCHANDISING to include this information.

- ENSURE THAT THESE CHARACTERISTICS ARE INTEGRATED INTO THEIR SEARCH ENGINE so that it can identify relevant choices for the customer. All information that can be provided to customers on these matters will help to reinforce their choices and lead to repeat purchases.

Don't miss the following episodes:

5. Customers want to talk more 
The digital maturity of customers can be seen in their use of voice technologies 
6. Customers are social Customers are increasingly influenced by and attracted to social commerce 
7. Customers are local and omni-channel 
The combination of lockdowns and environmental awareness has influenced consumer shopping trends

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