How to Engage with the Social Media Savvy Ethical Consumer
I’ve spent two years trying to “clean up” the products I use for my personal hygiene and beauty regime. It’s been a painful process of using the Internet and social media to research companies that meet my criteria: they don’t test on animals; they use eco-friendly packaging; they treat their employees well; their products are non-toxic, organic and palm oil-free; and the products actually work.
The fact is, I represent part of a growing consumer base that is educated on the social and environmental footprints of the products we consume. A 2014 study by Ethical Consumer and the Consumer Data Research Centre shows that the value of ethical spending grew by 9% in 2013.
This growing market is actively looking for responsible companies to spend their dollars on and social media has become their tool.
According to a 2015 global study on corporate social responsibility (CSR), 61% of global consumers are using social media to learn more about how companies and are engaging with issues they care about; to share both positive and negative information about companies; and to contribute directly to a CSR effort led by a company. With this growing trend, companies need to be able to communicate openly with consumers on their social and environmental practices.
Unfortunately, it is not a skill many companies have yet mastered.
I recently found a company that met most of my “clean” criteria and had rave reviews on quality. My only concern was their use of palm oil - a product mired in complex social, environmental and animal welfare issues.
After failing to find the information I was looking for on the company’s Facebook page, I sent them a direct message to ask about their policy on the use of palm oil.
Here’s their response:
“When formulating a new product, we strive to create safe, effective, beautifully designed products that are also accessible. In regards to the use of palm oil, we work closely with our suppliers and do our due diligence in determining the source of our ingredients. Please let us know if you have any other questions.”
Hmm…
I felt this response lacked transparency, credibility and respect for me as an informed consumer. It suggested the company is either not familiar with the issues surrounding palm oil; not concerned with these issues; or they are doing their due diligence, but assume I know nothing about the issue.
Here are three key elements this company could have included in their response to build my trust and gain a dedicated customer:
1. Acknowledge the issue and my concerns:
“We are aware that the use of palm oil has social and environmental consequences and we are grateful for consumers like you who engage with companies to encourage more sustainable practices.”
2. Explain the challenges faced by the company in addressing the issue:
“As you know, there are challenges in addressing the issues surrounding palm oil use. Stopping the demand for palm oil on a global level could force many Indonesian farmers into poverty. We would like to see these farmers’ livelihoods sustained while also protecting the forests and wildlife.”
3. Outline ways the company plans on addressing the issue and invite feedback:
“We have joined the Roundtable on Sustainable Palm Oil and are working with them to help make sustainable palm oil more accessible. Our goal is to ensure all of our products use sustainable palm oil by 2018. If you have any feedback on alternatives we could explore, we would be happy to hear from you.”
While this is just an example of how the company could have responded, one can see how this would have validated my concerns and established trust.
The informed ethical consumer understands the challenges companies face in being 100% ethical and sustainable. However, we want to see more transparency in communications about their commitments to sustainability. When we experience an authentic interaction, we’re more likely to spend our dollars on that company and take to social media to tell the world of their dedication to our planet.