When choosing which brands to buy from, and which companies to work for, ethical practices are one of the most important factors for Gen Z. Issues including sustainability, animal rights, workers’ conditions and even the political stance of the company can affect teens’ purchasing decisions.
Here are five brands that have won over a loyal following by taking on the issues that young consumers care most about.
Ben & Jerry’s
The success of Ben & Jerry’s proves it is possible to turn a fair trade product into a household name. Their ice cream is available in supermarkets, corner shops, cafés and cinemas around the world, and they’ve done it without giving up their values. That includes paying farmers fairly for their products, as well as supporting social issues they believe in, such as marriage equality and refugees. Their products are also 100% vegetarian.
Glossier is one of the greatest success stories in the beauty industry right now, thanks to their impressive social media marketing strategy. Their popularity has also been boosted by offering vegan beauty products, including lip gloss and cleanser. These items appeal to the growing number of young people who are vegan or feel strongly about animal rights. The brand also uses ‘real women’ as models and has a focus on body positivity.
The list of ethical attributes that Hippeas has to show off about is pretty impressive. The chickpea snack company makes products which are organic, vegan and dairy free, with no trans fat or artificial preservatives. They’re also environmentally friendly and every sales raises money for the charity Farm Africa. Find out more about the fast-growing business when founder Livio Bisterzo appears on our CEO panel at YMS London.
The Scandinavians are known for being leaders on environmental issues, and Fjällräven are no exception. The outdoor equipment makers, best known for their colourful rucksacks, take sustainability seriously. They make long-lasting products to reduce their impact on the environment, use raw materials in the manufacturing process, and aim to minimise their use of water, energy and chemicals.
Pret displays the slogan ‘organic coffee, natural food’ on every product they sell, putting their values at the heart of their brand. They have become known for initiatives such as giving leftover food to the homeless, and donating 10p from every soup sold to the Pret Foundation Trust. Their policies on sustainability and animal welfare are proudly laid out on their website, and in 2016 they opened their first Veggie Pret in London. Creative Designer Richard Brownlie-Marshall will be speaking at YMS London.
Discover how brands can win loyal young customers by reflecting their ethical values at YMS London 2018, where speakers include Hippeas and Pret. The world’s largest youth marketing festival takes place next month at The Old Truman Brewery - get your ticket before they sell out.