A company that meets the consumer demands for sustainably sourced products is The Rainforest Alliance.
The generational cohorts that are particularly aware of products that have been verified in meeting the sustainably resourced requirements are Generation Y and the Millennials. Generation Y is composed of 72 million Americans. The people in this generation were born between 1977 and 1994 and are draw towards social change and environmental preservation. Members of the Millennial's generational cohort are also targeted by the Rainforest Alliance for the environmental concerns and connection to the world outside of their individual needs (Kerin, 70)
The promotional advertisement below is an example of generational marketing in which the members of Generation Y and the Millenials are being targeted as specific generational cohorts with a strong desire to do good in the world and support a sustainable and socially responsible future.
Follow the Frog: Rainforest Alliance Promotional Advertisement
This advertisement provides an alternative for being radically involved in social movements and instead provides an opportunity for these generations to make a difference in the world from the consumer choices that they make.
The goal of this promotional advertisement is to target the method that consumers have for choosing routine problem solving good. This is an especially difficult task for consumers, because these are products that involve minimal involvement in the purchase decision process.
The purchase decision process consists in 5 stages:
- Problem Recognition
- Information Search
- Alternative Evaluation
- Purchase Decision
- Post Purchase Behavior
(Kerin, Chapter 5)
The Rainforest Alliance attempts to penetrate the routine problem solving market, by making the switch to Rainforest Alliance products a simple transition for the consumer. The typical products of routine problem solving that can easily be made into a more sustainable choice are listed below.
The examples of products that are listed above are routine problem solving products such as: coffee, chocolate, fruit, flowers and juice. In order to change consumer behavior Rainforest Alliance has to increase the involvement in the purchase decision process for such routine products.
Changing consumer behavior is extremely challenging, especially in regards to brand loyalty. If a consumer is consistently choosing the brand of their parents it is difficult to promote a greater involvement in the purchase decision process for such routine products. Luckily the change in values of the youngest generational cohorts is driving companies towards more responsibly sourced and environmentally conscience products. The slogan that is promoted to make this transition less of a challenge is to simply, "Follow the Frog".
The advertisement below shows how the consumer demand for greater social responsibility is impacting giant franchises. In Australia McDonald's consumers drove the company towards more sustainable actions, which resulted in the coffee beans in a McCafe being certified through The Rainforest Alliance.
Rainforest Alliance: Advertisement for McCafe
Marketing responds to and meets the needs of the consumer. If there is a perceived need for greater social responsibility companies will change their product and promotion to meet this need. The advertisement above is a strong example of the corporation McDonald's responding to the needs of their Australian consumers. The external consumer demand for sustainable action impacts the internal priorities of companies.
As consumers we are witnessing a shift in cultural preferences towards a more socially responsible business world. Consumer values have the power to shape corporate values. This knowledge will play a powerful role in shaping the world that we all share.
Works Cited
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