Category
Fashion
Smile Cosmetics
Trend cluster
Category
Ethical
Consumption
The beverage industry increases its focus on doing good.
3.8
Trend score
Trend
What is the Ethical Consumption trend?
Ethical Consumption: For a long time, coffee brewers were under scrutiny for unethical work practices. Now, most coffee suppliers are serious about fair trade products, and joining the ethical crusade are other beverage brands, from energy drink producers to wine makers. Just as consumers were once concerned about where and how their coffee was produced, it may not be long before consumers make their juice choices based on ethical reasons.
Trend themes
Themes within the Ethical Consumption trend
Three behaviours holding the trend together01
Ethical Consumption
Consumers are making their purchasing decisions based on ethical reasons, driving the beverage industry to focus on fair trade and sustainable development.
02
Social Cause Beverages
Beverage companies are focusing on bringing social awareness to their products, with companies like LemonAid donating portions of their profits to worthy causes.
03
Rainforest Energy Drinks
Guayaki's Market Driven Restoration business model allows profits from their energy drink made out of yerba mate to go back into South American rainforest conservation.
Industry implications
What the Ethical Consumption trend means for industry
Where the trend changes the playbookFor
Beverage Industry
The beverage industry is being impacted by consumers' ethical and social cause preferences.
For
Social Enterprises
Small businesses with a passion to make a positive impact are thriving by creating products that cater to consumers' growing social consciousness.
For
Sustainable Agriculture
Companies like LemonAid and Guayaki are working towards sustainable development in the regions they import their fair trade ingredients from.
Trend signals
Trend signals for Ethical Consumption
Trend score 3.8 out of 10, from popularity 60%, activity 44%, freshness 8%.
Popularity60%
Activity44%
Freshness8%
Audience
50%Men
50%Women
- Gen Alpha (not a primary audience)
- Gen Z
- Millennial
- Gen X (not a primary audience)
- Boomer (not a primary audience)
Market
North America
Europe
Evidence
Examples of the Ethical Consumption trend
5 featured examples from Aug 23, 2009 to Jun 14, 2011CategoryEco
Notched Wine Glasses
These Govino Glasses are Shatterproof, Reusable and Recyclable
Opportunity for disruption in the outdoor entertaining industry by offering stylish and practical tableware for parties.
CategorySocial Good
Social Cause Beverages
LemonAid and ChariTea Drinks are Deliciously Charitable
The beverage industry has an opportunity to differentiate themselves and appeal to socially conscious consumers with fair trade and charitable initiatives.
CategorySocial Good
Simple Stained Packaging
The Eos Coffee Branding Has an Unusual Way to Convey Strength Level
Coffee brands seek innovative packaging and branding strategies to effectively communicate product quality and social responsibility while standing out in a competitive market.
CategorySocial Good
Rainforest Energy Drinks
Guayaki Yerba Mate Has a Unique Social Business Model
With the popularity of energy drinks, incorporating unique ingredients and organic superfoods can disrupt the beverage industry and attract health-conscious consumers.
CategorySocial Good
Fair Trade Beverages
LemonAid is a Chic Social Business with a Conscience
The food and beverage industry could benefit from adopting fair-trade practices and socially responsible branding to appeal to a wider audience of consumers looking for ethical pr…
