The emergence of social-conscious luxury

In today's age of social media and information at our fingertips, customers are becoming more aware of the products they purchase in terms of materials and durability, and are looking from consciousness from the brands. The social-conscious trend is particularly evident among the new generation of luxury buyers, who have a much higher level of awareness and opinion with the emergence of TikTok. A lack of social conscience from a brand can influence the consumer and prevent them from buying for ethical reasons such as animal cruelty, manufacturing by poor and underpaid workers, unsustainable materials that pollute the planet, and more. Furthermore, according to a Klarna study, 73% of consumers consider the sustainability practices of luxury brands in their purchasing decisions.

Therefore, luxury brands need to be proactive in showing their support for a particular cause if they want to remain competitive. Let’s take a look at how supporting a cause can help with branding and why it’s essential for luxury brands today.

What is social-conscious luxury?

Social luxury is a trend that's capturing the attention of many consumers, and it's one of the most important ones to act on! The term 'social-conscious luxury' appears when a brand takes a stand on a socio-economic issue - whether in terms of sustainability, ethical manufacturing processes, materials, etc. By supporting a social or political cause, luxury brands can differentiate themselves from their competitors and appeal to the new generation of conscious consumers.

Why support a cause?

Supporting a social or political cause can be a key element in luxury branding, as this adds to your brand's story and highlights its values. When a brand supports a particular cause or mission, it shows potential customers that it stands for something larger than itself. It gives them an opportunity to connect with the brand, as they can identify with its values and principles. This connection helps to create loyalty among consumers, as they will be more likely to purchase from a company that is actively working towards something bigger than just selling products or services. Additionally, this could lead to increased word-of-mouth marketing, which is beneficial for any business.

As a luxury brand, it is essential to show the world how you support a particular cause; you must act on it to reflect an authentic image. Brands such as Gucci, Chloé, and Stella McCartney have understood this challenge by putting their values and ethics front and center. They have created marketing campaigns that showcase their commitment to social-conscious luxury, such as Stella McCartney's "Fur-Free-Fur" campaign, which promotes sustainable and ethical fashion.

Consciousness and brand visibility

By supporting causes that align with your brand’s mission and values, you will be able to reach new audiences who may not have been exposed to your company before. For example, if you support environmental initiatives, you will attract people who care about sustainability and eco-friendly practices, people who may not have even heard of your brand otherwise! Additionally, by engaging in conversations on social media about the causes you support, or even creating campaigns around them, you can increase your visibility and reach even further.  

How to take action

It’s important that any action taken by your brand reflects its values in order for consumers to believe that you truly do care about the cause you are supporting. If there is any disconnect between what you say and what you do, customers will be able to tell - and they won’t trust your brand anymore. Therefore, it’s essential that all actions taken by your company reflect its core values so that consumers know they are dealing with an authentic company that truly cares about making an impact in the world.  

These values and eco-responsibility must not only reflect in the products, but also inside the stores. Recycled materials, receipts sent by email instead of being printed, paper bags instead of plastic ones are just some of the eco-friendly measures taken by luxury brands to showcase their commitment to social-conscious luxury. Luxury brands that are transparent about their social and environmental impact can build trust with customers and increase brand loyalty.

In conclusion, social-conscious luxury is a trend that luxury brands cannot ignore. The new generation of luxury clients is more aware and conscious, demanding eco-friendly, ethical, and sustainable products. By showcasing their commitment to social-conscious luxury, brands can appeal to these new customers and differentiate themselves in a highly competitive market. Brands that fail to embrace this trend risk becoming outdated.

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