How Today’s Everything Buyers Are Forcing Brands to Shape Up (Or Ship Out)
NEW BRUNSWICK, NEW JERSEY, UNITED STATES, March 31, 2020 /EINPresswire.com/ -- There is nobody more discerning in modern history than the millennial buyer.
Call him what you will, but today’s late 20’s to early 40s aged buyer is deliberate bordering on the fickle, and it shows. Research shows that more than 63% of purchases made online are made based on user-generated content, ranging from Amazon reviews to unboxing videos on YouTube.
But as the social media takeover gets a new kind of foothold, consumers are exercising an even more potent buyer right: the right to take sales from the companies who don’t give a crap.
The Buyers With the Heart On Their Sleeve
Boomers and Gen-Xers may lament the studious tastes of their generational successors, but the fact is that these buyers are about to make up the majority of the nation’s economic might.
In 2018, millennials were projected to overtake Gen-Xers as the carriers for the single largest buying power in the United States, with an estimated $200 billion in collective annual spending.
But this generation spends its money unlike any other, and if there’s one thing the data shows, it’s that the economic constraints of the highest cost of living in decades hasn’t phased them — they’re living frugally, and still putting their money into purchases from ethical brands.
On average, most millennials spend their time and money in places and experiential purchases that are value aligned, meaning they’re willing (and able) to spend more money on things like organic produce, whereas they might save money by cohabitating with friends or family members.
In most cases, what’s most remarkable about this generation is that they’re 75% more likely to buy from a company whose values align with their own.
Millennials are putting their money where their mouth is, and their mouth is fed up with unsustainable business models that take endlessly from the environment.
Greenwashing Is a Bust
About five years ago, marketing terms like ‘natural’ and ‘green’ would fly enough to give companies a spike in interest for conscientious buyers. Over time however, shoppers opened up to the idea that they were being manipulated, and the game got blown wide open.
It shows tremendous restraint on the part of the buyers to hold out and pay more for ethical brands. Now things like MadeSafe and GOTS-certified are the new standards in eco-validation, and buyers are more aware all the time of ways to identify the frauds and the fakes in the business.
The label-reading generation who elicited so many eyerolls in its early days is in its renaissance of making changes, and the effects are rippling out to wider profit margins in value-aligned industries not seen since the dawn of inflation.
Brands are capitalizing on the response in the best way — by greening their businesses, and creating conscious enterprises that operate as a force for good.
It’s Supply and Demand, Baby
For small companies like White Lotus Home, an eco-friendly bedding supplier, the change is hardly a shocker.
“Today’s businesses have to adapt to the “organic” change and understand that Millennials, and even some Gen Xers, read labels and do their homework before shopping. They’re changing many industries,” says President Marlon Pando.
The homegrown New Jersey based company has just celebrated one of its latest in ethical manufacturing achievements: becoming GOTS certified.
At White Lotus Home, integrity has been key, word of mouth is responsible for over 70% of our business and becoming GOTS was the best next step.”
In 2018, a whopping 85% of purpose-driven brands saw positive revenue growth, compared to the 42% of non-purpose driven brands who saw a DROP in revenue.
The numbers speak for themselves: positive changes might exist in the hands of conscious enterprises like White Lotus Home.
White Lotus Home is a sustainable bedding manufacturer selling mattresses, duvets, pillows, sheets, and more online and in-store at their New Jersey showroom location. They’re committed to producing clean, hypoallergenic environmental change, one mattress at a time.
2017 was an organically great year for White Lotus Home and we hope the same for you, if not please tell us how we can help make your dreams greener? Please leave your comments below.
Did you know if you leave a review on any order we will send you a $20 White Lotus Home coupon code valid towards a future order? To leave us a review and claim your $20 WLH dollars, just click on the REVIEW tab on the product you purchased on our website and make sure you leave your full name and email so we can confirm your order and send you a code.
White Lotus Home - US Manufacturers of Organic Cotton and Natural Mattresses, Pillows and Bedding
HIGHLAND PARK, NJ – An increasing number of consumers are concerned about indoor air quality and toxic chemicals in mattress foams, glues, and fire retardant substances.
Conventional mattresses typically contain petrochemicals, fire retardants, plastics or vinyl. This chemical cocktail is linked to a host of health maladies, such as allergies and respiratory problems. This is particularly so with crib mattresses.
Here are 10 reasons why you should sleep on an organic cotton filled mattress:
Organic mattresses are made with materials found in nature, resources that encourage sustainable farming throughout the world: cotton grown without pesticides and wool from sheep raised on chemical free farms.
Standard industry mattresses are made from man-made materials, most commonly derived from petrochemicals.
Petrochemicals are derived from oil.
Oil contains toxins.
Oil is not a renewable resource.
Oil is highly flammable.
Studies have raised concerns about the long-term health effects petrochemical bedding materials may have on humans.
If you sleep on a memory foam mattress, you're spending a third of your life sleeping on an oil-based product.
All mattresses sold in the U.S. have to meet the U.S. Fire Code burn test. Mattresses need to be treated so they don't ignite. However, the chemicals used to treat mattresses to make them flame proof are highly suspect.
Our skin absorbs toxins, our lungs breathe in airborne vapors. Do you really trust the mattress industry when they tell you it's safe to sleep on their materials?
White Lotus Home, a manufacturer of natural and organic cotton mattresses, bedding and pillows, handcrafts in the USA, a GOTS and USDA certified organic cotton filled mattress This mattress is only wrapped with a natural layer of pure wool, sourced in the USA, to provide the fire retardant qualities your mattress requires. Do you prefer no wool in your mattress? No problem, just supply a prescription from your primary care physician, stating you require a chemical free mattress and this mattress can be handcrafted for you with no wool wrapping. Do you prefer a firm mattress? Then the Organic Cotton and Wool Boulder Mattress may be your choice. It is handcrafted with extra layers of certified organic cotton and twice as many tuftings in comparison to White Lotus Homes’ standard mattresses to provide a firmer, supportive surface. You also have the option of no wool, by providing your doctor's note. This firm mattress is popular for those that have slept on mattresses while living in Japan and India. Visit their online store for links to videos on how they manufacture in the USA.
About White Lotus Home. White Lotus Home is a leading manufacturer and distributor of organic bedding dedicated to our customers, our employees and our planet. Founded in 1981, our company provides consumers with certified organic bedding created by hand from pure American-grown cotton, wool and other natural products. White Lotus Home is dedicated to educating consumers about indoor air quality and toxic chemicals in mattress foams, glues, and fire retardant substances. Our fabrication plant in Highland Park, N.J., supplies White Lotus stores in New Jersey, as well as a network of 100 online resellers, including Amazon.com, and retail outlets in the U.S. and Canada. White Lotus believes that quality and fair value are more important than low prices and a quick profit. We oppose the exploitation of the planet and its inhabitants. Above all, our people, products and business practices are socially, politically and environmentally responsible.
We believe that we can make a difference in the green and organic bedding industry by setting an example for others. We believe that quality and fair value are more important than low prices and a quick profit. We are opposed to the exploitation of the planet and all its inhabitants. Above all, our people, products and business practices are socially, politically and environmentally responsible.