Underconsumption Core: A new era of sustainable marketing?

You might have noticed a few people showing off their used shoes and beaten-up water bottles in your social media feed recently.
Underconsumption Core is trending and it’s about making do.
Although underconsumption core is a new buzzword, a shift towards minimalism and mindful consumption is not just a passing fad; it reflects growing environmental concerns and economic realities.
But with marketing and underconsumption seemly at odds, can we marketers encourage sustainable consumption habits and still meet our KPIs? We at Spin like to think so! 😅
Here’s our current approach:
- Embrace quality over quantity: Look for durability, longevity, and craftsmanship in brands and products. More and more consumers are willing to invest in items that will last, reducing waste and environmental impact.
- Shift focus to experiences: Create campaigns that revolve around the experiences products or services offer. This could involve storytelling, user-generated content, or events that connect with consumers on a deeper level.
- Encourage repair and reuse: Offer repair services where possible, encourage product upcycling, or partner with recycling initiatives. Demonstrating a commitment to circular economy principles can also resonate with conscious consumers.
- Be transparent: Consumers are increasingly concerned about the environmental and social impact of their purchases. Where possible, be transparent about supply chains, production processes, and sustainability efforts.
- Don’t greenwash: Not every brand is there yet with their environmental credentials. Let’s not pretend they are. Greenwashing is not cool (or ethical).
- Build community: Can you foster a sense of community or cause around a brand? This can help build loyalty and create a positive brand image.
- Create a sustainable office: Lead by example. Create a library of reusable cups, takeaway containers and cutlery, recycle your office waste, use public transport, have a company EV – these are some of the things that we’ve done to reduce our waste and emission in the office.
We know we’re not perfect, but we’re working on it.
By embracing the principle of sustainability, which is at the heart of underconsumption core, we marketers can be more thoughtful about who we work with, align our strategies with consumer values AND contribute to a more sustainable future.
What are your thoughts on the underconsumption core? How do you think it will shape the future of marketing?
#miniblog #ecomarketing #sustainability #sustainableconsumption #marketingtips