Direct-to-Consumer: The Rise of Eco, Ethical and Provenance-First Brands

Conscious consumption is making its way onto the main stage.

In today’s world, entrepreneurs with a vision can create an ecommerce site and build a brand in a way that is much easier than it has ever been before. As a result, there has been a rise in eco, ethical and provenance-first brands, who are targeting niche markets very successfully.

Natural brands, that promote  eco-friendly, organic and ethically sourced products are all making big waves. As consumers become more aware of their purchases, there is ample opportunity for companies to influence and sell direct to their customers.

Why are smaller ecommerce companies becoming so successful?

The rise of smaller direct-to-consumer eCommerce companies is due to their flexible and adaptive marketing strategies. Established retail brands still tend to be ‘brick and mortar’ based. This forces them to divide investment between traditional and online marketing methods. Smaller ecommerce ventures, because of their direct-to-consumer origins, are often freer to use more targeted online tactics. This means that the digital space can be their playground with test-and-learn marketing methodologies given them a risk and reward mentality. The ethical and sustainability trend is in full swing, with research showing that sustainability brands were the most searched for in 2018 for the first time in history. Fashion and beauty with a conscience has become key to modern day consumers, and as online shopping continues to boom, consumers are inclined to search out and actively buy from the brands that they believe in. This makes this sector fertile ground for start-up brands looking to base their business on a direct-to-consumer model.

Our top pick of direct-to-consumer ethical brands.

Take a look at our top picks of the best direct-to-consumer examples:

Nuud.

Nuud offers a deodorant that is totally natural and harmless for the planet. Their product is relatively simple and their website reflects that. It’s easy to navigate and points the consumer in the direction of purchase without being brash.  Testimonials from real customers attest to the credibility of the product. It’s proof that their product is sustainable and performs. Win-win.

Dr Hauschka.

Dr Hauschka offers makeup that works in synergy with skincare to improve the skin’s condition. Great coverage, natural and organically sourced, these products hit the spot for consumers. Dr Hauschka’s marketing focuses on a holistic approach. It’s not just about makeup, it’s about improving the canvas you’re putting it on.

Mancave.

Grooming gear that is eco-friendly and appeals to men looking for natural, essential-oil based products. There’s nothing pretentious about this brand. Its subtle and effective styling is reflected across all their social channels. They’re a brand for the modern man and their online savings means the consumer is better off going direct.

Direct-to-consumer trends.

Eco-friendly products.

The environment is becoming ever more important to millenials and to the consumer market in general. This means shoppers are using the online world to seek out products that align with their beliefs and values. Gone are the days when the contents of a shopping cart is limited to what’s on a physical shop shelf. With the proliferation of online retailers, consumers can buy products that reflect their values. Care for the environment is high on consumer conscience at the moment and a particular bug-bear – quite rightly too – is single use plastic packaging.

Natural/Organic products.

Consumers have always known that natural products are best and that toxins present in many cosmetics are less than ideal. But it’s the rise of eCommerce direct-to-consumer brands that have made natural brands accessible to more people. New brands are increasingly appearing in the natural space and offering consumers a chance to detoxify their lives, something that – let’s be honest – appeals to us all.

Provenance.

Provenance has, until the last few years, been the main marketing ground for older and more established brands. Luxury brands have definitely made use of it as a marketing ploy, but with the online market place opening things up, provenance has become a key selling point for most brands.

Consumers are becoming more savvy about where things come from and brand provenance is a key aspect that can be use to interact with consumers. Consumers want to know where and how a product is sourced and the smaller the carbon footprint the better. The Mevagissey Soapery in Cornwall boasts of sourcing all their honey, beeswax and spring water from local suppliers within a 20-mile radius. Provenance is only going to grow in importance, especially for those direct-to-consumer sellers. Brands who celebrate their heritage and put time into doing so, are more likely to see long-term brand loyalty.