What Language Does Your Customer Speak?
If you were asked if you spoke the same language as your customer how would you answer? I suppose most would naturally answer “of course English” if we were speaking literally. Metaphorically however the answers vary.
Generational Shift
There is a generational shift in today’s customers. I suppose this isn’t much different than any other point in retail history. Let’s just say I’m more cognizant of this shift today than I was earlier in life. Perhaps because I have been studying retail trends for over 50 years I am finally able to step back from the forest and see the trees.
Customers today in their twenties and thirties (Gen Zers and Millennials) care about different things than we did at their age. Not surprisingly we viewed things differently than our parents did too.
Aligning with Causes
This new generation of shoppers aligns themselves with “causes” that are important to them. As such it is important that today’s retailers have at minimum a basic understanding of these issues if they intend to cater to and develop this base of customers. These customers will spend more if they feel that the retailers or the vendors they carry meet the criteria of the causes they support.
The Word Sustainable: A New Mantra for Shoppers
The word sustainable seems to be the mantra or at least the buzzword for this new generation of shoppers. According to Kait Costanti owner of Salchicha an upscale women’s boutique in Bozeman Mt. “Our customers are well versed in sustainability and eco-conscious brands. They love to understand the ethos behind each line. As online shopping continues to grow our customers are interested in a dynamic and fresher take on shopping. They cling to the backstories behind each product—from where the companies source the fabric to who owns the brand and what social initiatives they are aligned with.”
She goes on to say that “the language our customer speaks is typically smaller women-owned vendors. They seek out well-crafted goods that have a story behind them versus mass-produced inexpensive products made overseas.”
Vendor Initiatives and Cultural Shifts
Many vendors understand this cultural shift and have adopted programs that support causes they feel are important to their customers.
- Dress vendor Farm Rio gives back to the environment by planting trees.
- Sako a jewelry line from Africa is entirely women-owned.
- According to an online article published in an August 2023 issue of Retail Brew Walmart is investigating ways to turn its carbon emissions into textiles.
- “Luxury brands from Ganni to Dolce & Gabbana have been working on faux fur alternatives and…mushroom leather for a while.”
Patagonia: A Pioneer in Sustainability
Sustainability has been at the core of Patagonia’s business model since its inception in 1973. The iconic outdoor brand makes every effort to reuse their textiles to make more products and avoid landfills. They also use recycled textiles and factory floor cuttings in their products to minimize waste. Since 1985 Patagonia has pledged 1% of its sales to the preservation and restoration of the environment. It is therefore easy to understand how a customer whose main concern revolves around environmental issues would be more willing to support a company with core values like Patagonia’s.
Carbon Neutral Footwear Initiatives
Many footwear vendors are attempting to become carbon neutral whether due to factory practices or simply by purchasing their way there. The Danish line Woden uses fish leather which is a by-product of the Icelandic fishing industry in all their sneakers. This fish leather from salmon skins is said to be nine times stronger than calf leather.
New Zealand company YY Nation claims carbon neutrality by making shoes out of bamboo cactus algae pineapple husks and sugar cane. YY Nation is “committed to circularity” meaning that they recycle worn shoes upcycle good shoes and collect shoes back (aka: returns) by using shoe boxes that can be used as repurposed shipping boxes.
Blueview is replacing petroleum plastics with plant-based plastics in their eco-conscious footwear allowing them to start biodegrading in compost when exposed to air moisture and microorganisms.
Vintage/Recycle/Upcycle
Understanding the main differences between these programs might be helpful.
- Vintage: According to commonly accepted industry standards pertains to items that are at least 20 years old yet they don’t have to be previously owned to qualify.
- Recycle: Taking old materials breaking them down into new materials that can then be reused.
- Upcycling: The process of taking something no longer needed and transferring it to something new.
Resale and Recycle Trends
Resale or recycle apparel and footwear is yet another example of a shopping trend gaining in popularity. A recent annual report by Thredup claimed that “the resale market will grow to $70 billion in 2027. The global market for used clothing is expected to more than double to $350 billion in that time. By the end of 2024 10% of the global apparel market is expected to be made up of secondhand clothing.”
A quick search of the internet will provide those interested with retailers and vendors that will recycle your clothes and footwear for money and rewards.
The North Face Universal Standard Carter’s J.Jill Levi’s Eileen Fisher DSW Footwear and the aforementioned Patagonia are just a few of the many vendors and retailers that have developed recycle reuse and sustainability programs for their products.
According to a 2016 report commissioned by thrift retailer Savers Americans on average throw out 81 pounds of clothing each year.
Since “apparel can take hundreds of years to decompose in a landfill” it’s easy to understand how younger generations support retailers and vendors that they feel are being proactive toward minimizing pollution. These younger customers have grown up their entire lives hearing about how pollution of all types is destroying the planet. Whether all sources on the pollution topic are credible is open for debate. What we can all agree on however is that a cleaner more sustainable environment makes life better for everyone on many levels.
Ritchie Sayner
Sarah Barr M1 Director of Operations and Client Services provided inspiration for and contributed to this article.
Summary
The article examines the evolving preferences of younger consumers particularly Gen Z and Millennials who prioritize sustainability and alignment with social causes in their purchasing decisions. Retailers and brands are adapting by embracing eco-friendly practices such as using sustainable materials and supporting environmental initiatives to appeal to this demographic. The growing trend of resale and recycling in the fashion industry highlights a shift towards more sustainable consumer habits.
“Our customers are well versed in sustainability and eco-conscious brands. They love to understand the ethos behind each line.” – Kait Costanti
Real-World Examples of Understanding Customer Language
Here are a few examples of how companies are aligning their practices with the language and values of their customers particularly focusing on sustainability and social causes.
- Patagonia’s Environmental Commitment: Patagonia has long prioritized sustainability using recycled materials and pledging 1% of sales to environmental causes. Their commitment resonates with customers who value environmental preservation.
- Woden’s Use of Fish Leather: The Danish footwear brand Woden uses fish leather a by-product of the Icelandic fishing industry in their sneakers. This approach appeals to customers interested in innovative sustainable materials.
- Farm Rio’s Reforestation Efforts: The clothing brand Farm Rio plants trees to give back to the environment aligning with customers who support ecological sustainability and reforestation initiatives.
