The more I pay attention, the more I learn from everyday events! I recently splurged on a pair of Corso Como shoes. In the box, I found a brochure outlining the company’s philosophies, environmental/social causes, and standards of ethics. By the time I’d finished reading about how their values impact the treatment of their staff, their manufacturing process and ethical standards, I was even happier with my the shoes than when I first felt them on my feet and saw them in the mirror!
The power of being and encouraging informed consumers is irrefutable. The Internet has enabled us to learn about and relay information with the touch of our fingertips. (Of course, Corso Como includes the information in their brochure on their website.) Consumers are using the information to become more educated—and more ethical.
We can all follow in the footsteps (so to speak) of Corso Como. Regardless of your industry, it’s a good idea to communicate your philosophies, values and practices to your customers, prospects and your employees. Today’s smart consumers look beyond advertising hype and hollow mission statements. They want the nitty-gritty: Is your product or service really the best for them, and what impact does it have overall—on your employees, the community and the world?
Of course, we can splash good intentions all over our marketing and public relations materials, but it’s incumbent on us to uphold our ideals. Again, the Internet comes into play. E-tools such as YELP, Trip Advisor and other consumer-ratings sites help keep us on our toes and make the right decisions.
On the other side of the coin, as consumers, it never hurts to become more informed about the products and services we use. In essence, we are “casting our votes at the cash register” every time we make a purchase.