“Consommer moins mais mieux”, un mode de consommation de plus en plus les consommateurs ont de nouvelles préoccupations et souhaitent davantage en lien avec leurs valeurs. Cette nouvelle tendance bouleverse les codes et amène les marques à revoir leur business models pour répondre au mieux à cette nouvelle consommation.
Un changement des valeurs et des comportements clients
Depuis quelques années, les comportements des consommateurs changent et se dirigent vers des modes de consommation plus responsable et engagés.
Une véritable tendance se démarque : la tendance de la déconsommation. La déconsommation renvoie au principe de consommer mieux mais moins. Plus de 57% des sondés veulent tendre vers cette tendance de consommation. Face aux nombreuses catastrophes naturelles, à la raréfaction des ressources, les consommateurs prennent davantage conscience de l’importance des choix de consommation sur la planète et la santé. A travers cette déconsommation, les consommateurs souhaitent moins gaspiller, moins acheter, limiter les besoins et favoriser l’économie de partage. La qualité des produits, la provenance de ceux-ci, la durée de vie du produit ou encore sa réparabilité sont aussi des facteurs très importants.
Vous l’avez compris, les consommateurs sont de plus en plus en quête de sens et de transparence. Les valeurs que véhiculent les entreprises sont de plus en plus consultées et analysées. En effet, 56% des individus souhaitent consommer auprès d’entreprises qui ont des engagements sociétaux et environnementaux.
Les valeurs éthiques et de transparence sont très recherchées par les consommateurs. Ils souhaitent également plus de transparence dans la chaîne de production des entreprises que ce soit sur l’approvisionnement ou les conditions de travail.
L’émergence de nouveaux modèles économiques
Donner une seconde vie aux objets
Face à ces changements de consommation, les marques doivent évoluer et repenser leurs business models pour répondre à leurs nouvelles exigences.
La seconde main
Depuis quelques années, le marché de la seconde main est de plus en plus sollicité. Face au succès de plateforme comme Vinted, le bon coin ou diverses marketplaces, les entreprises ont compris que ce business était prometteur. Certaines enseignes ont ainsi décidé de revoir leur business models pour répondre à cette nouvelle demande de seconde main.
L’offre d’occasion permet aux marques de conquérir une nouvelle clientèle, d’allonger la durée de vie de leurs produits et d’élargir leur cible. Et certaines marques l’ont très bien compris. Par exemple, les entreprises The Kooples ou encore Sandro se sont lancées sur ce marché prometteur.
Sandro a ajouté la rubrique “Seconde main” à son e shop. The Kooples a baptisé, quant à elle, sa rubrique “second souffle”. Ces rubriques permettent aux marques de proposer des pièces d’occasion à petit prix avec une vente simple et rapide. Le principe est simple : vous expédiez les pièces que vous ne souhaitez plus à la marque, qui va ensuite l’évaluer et le mettre en ligne.
La seconde vie avec M. moustache
Après la seconde main, la seconde vie ! Face au nombre de chaussures jetées chaque année, la marque M. Moustache a décidé de lancer le programme “encore”. Ce programme consiste à collecter en magasin les chaussures usagées destinées à être recyclées par la suite. Grâce à ce programme, plus de 3000 paires de chaussures ont été récoltées.
Les chaussures en bon état sont redonnées à des associations. Les chaussures, bien abîmées, sont, quant à elles, broyées dans leur usine et constituent la matière première de leur semelle “récolte”. 60% des baskets de la marque sont maintenant constituées de cette semelle éco-responsable.
La location de vêtement avec kiabi
Un des nouveaux business model qui se développe est celui de la location (de vêtements, d’objets etc.). Les consommateurs prennent de plus en plus l’habitude de louer à la place d’acheter.
Kiabi, la marque de vêtements à petits prix, a décidé de se lancer dans la location de vêtements de maternité. Le but de la marque est d’accompagner les consommateurs vers une manière de consommer. Cette nouvelle initiative permet de simplifier la vie des consommatrices et de leur permettre d’économiser de l’argent.
Ce phénomène de location de vêtements est en plein essor. Il révolutionne la société de consommation et l’industrie de la fast fashion. D’autres marques telles que H&M, Maje ou encore Selfridges le font également.
Favoriser l’achat de produits éco-responsables
Certaines marques, quant à elles, utilisent diverses stratégies pour inciter les consommateurs à consommer des produits éco-responsables.
Le programme de fidélité de décathlon
La marque de sport Décathlon a décidé de lancer un programme de fidélité dédié à l’achat de produits éco-responsables. Ce programme se nomme Décat’club. L’entreprise souhaite notamment encourager les comportements positifs et responsables.
Le principe ? Les consommateurs gagnent des points de fidélité dès qu’ils réalisent des actions positives pour la planète. Par exemple, 1h de sport, un achat d’occasion ou la participation à une activité écoresponsabilité organisée par l’enseigne rapporte 100 points.
Une alimentation écoresponsable
De plus en plus de commerces locaux et responsables se lancent sur le marché alimentaire. En effet, le commerce local permet de favoriser l’économie locale et de consommer des produits éco-responsables. En effet, les produits proviennent de circuits courts et ainsi davantage respectueux de l’environnement grâce à la réduction des transports, ceux-ci étant une des principales causes du réchauffement climatique.
Dans le commerce local, le vrac est également un système de plus en plus proposé. Le vrac est également un moyen de réduire ses dépenses, de limiter le gaspillage et de réduire ses déchets en achetant uniquement la quantité dont on a besoin. A savoir : les supermarchés se lancent, maintenant, de plus en plus dans la vente de Vrac.
Les produits réutilisables
Les marques créent maintenant de plus en plus des produits réutilisables. Ces objets permettent de moins polluer et de réduire les déchets. En effet, de nombreux objets à usage unique peuvent facilement être remplacés par des alternatives durables.
L’utilisation de gourdes, de piles rechargeables, de pailles en métal ou encore de rasoirs en métal sont des exemples d’alternatives faciles à mettre en place.
L’utilisation de ces objets réutilisables permet de passer à un mode vie éco-responsable et d’économiser de l’argent.
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