Companies and marketers in specific were always faced with the challenge to reinvent their products or revive them to be able to stay on top of the game in this very competitive almost flat world where one day you think you have a huge invention to wake up the second day and find another 100 of replicas or a better version of your same product.
All the technology advancements made competition even stronger what pushed marketers to try to find new ways to attract clients, convince them to buy their brand, and eventually gain their loyalty. A newpractice that many companies and brands are using is the “feel good factor”.
Nowadays, consumers are very educated, you can find on the Internet critiques and recommendations of any imaginable product you can buy. All the companies are finding themselves more and more obliged to increase their standards and follow closely their competitors, however with good standards everywhere the consumer started taking quality for granted.
But the marketers noticed that more and more consumers are associating themselves with the brands they buy; they want to feel good about their purchase, not only in terms of product quality and/or service, but somehow that with their investment they are contributing to the society, that by spending money they are doing something good.
Under this concept there are many examples, like the fair trade products (Starbucks Coffee), ecological food and clothing (H&M Conscious Collection), donations with purchases like the red ipod that contributes to fight aids in Africa, another example is the special editions of clothes, shoes, and bags by the biggest designers dedicated to some causes (the Gucci UNICEF Collection).
Let me go deeper into the subject, a person buying a $3,000 purse or a 200$ cotton T-Shirt would not only be making the rich design house richer but as well giving indirectly some % of the price to save the earth or the world. This would definitely make the buyer feel better about his purchase and even proud of his “irrational” buy. He will “Look good, while doing good”. At least we can say that capitalism and the “consumerism” culture have something positive! :p
Of course I am not suggesting that we should all by designer bags to help charities. It is ok if you don’ t have huge amounts of money to dedicate to save the world, because today it’s so easy to contribute to your society just by choosing the more socially responsible brands. Of course this comes with a small premium on the price however, it is a “feel good product”. So your purchase comes with a nice feeling that makes you happier about your choice.
So what would you choose? A lower price with the mere product? Or a small top up on the price that comes with a good feeling? I would definitely go for the second option!
So be trendy, and try to save the world with your everyday purchases!
And you, what do you think?