China Conscious Consumer

China's Conscious Consumer – Three Ways to Connect

Erica Ng 01.26.15

R E T A I L MS I N E S S N G BU ARKETI

BUSINESS

CHINA'S CONSCIOUS CONSUMER – THREE WAYS TO CONNECT

CHINESE CONSUMERS HAVE A GROWING INTEREST IN SUSTAINABILITY. TO CAPTURE THIS, RETAILERS NEED TO SIMPLIFY MESSAGING AND FOCUS ON VALUE ADDED.

ANALYSIS

Interest in sustainability is growing among the Chinese population. Attention is mostly focused on environmental issues, which have a direct impact on health and wellbeing To resonate with this new conscious consumer, sustainability concepts have to be easy for people to relate to. Rather than highlighting energy and water efficiencies during production, retailers should instead focus on benefits that matter to consumers such as improved quality, texture and design Retailers also need to outline the steps and actions consumers can take to support sustainability efforts, from recycling old clothes to learning about the manufacturing process, and motivate them with convenient ways to play a part

Pye

Sustainability is a relatively new topic for consumers and retailers in China. With the vast majority of the Chinese population only now beginning to enjoy a middle-class lifestyle, many are buying into new conveniences such as cars and air conditioning units. Living in the engine-room of the world’s biggest factory, however, brings with it smog, pollution and dust storms, and this daily encounter with the impact of industrialisation has created a consumer group who can relate strongly to the importance of sustainability. A global survey from Nielsen in 2014 found that 64% of consumers in Asia-Pacific are now more willing to pay extra for socially responsible brands, up from 55% in 2011. China also has the highest proportion of “aspirational” shoppers when it comes to sustainability, according to a joint study from BBMG, GlobalScan and SustainAbility. Some 46% define themselves by their love of shopping, desire for responsible consumption...