Consumer Life Transitions Toward Sustainable Change
A recent New York Times piece on how Target uses data analytics to reach pregnant women with their ad campaigns (at just the right time) got me thinking. How can sustainable businesses leverage their awareness of life transition decision-making to better serve consumer needs, and possibly inspire some behavioral change along the way? In this, the final piece for my SustainableBusinessForum series on women and sustainability, I use pregnancy, an urban move and retirement as three possible scenarios for doing just that.
Here’s my bottom line:
While the data analytics budget of most companies is nowhere near that of the largest corporations, life transitions are so common that they can be generally anticipated in most markets. If more attention is paid to them, especially in the lives of women who tend to be the core purchase decision-makers, sustainable options in products and services could gain much more interest and truly impact the broader movement. The flexible “opening” caused by life transitions could be your best chance to remind consumers that they can more consciously, and conscientiously, decide.