Andy Pilkington's recent articles
LUSH shows how content around environmental issues can positively engage conscientious consumers
LUSH shows that a brand can positively engage conscientious, environmentally aware consumers by associating new product launches and sales with ongoing environmental issues, such as the Canadian Tar sands. However, although successfully driving buzz amongst openly eco-friendly consumers, the initiative generates negative feedback from other day-to-day LUSH users.
LUSH drive discussion amongst conscientious consumers by using new products and campaigns as a way to take stand against environmental destruction in different parts of the world. In addition to posting content around competitions and overall products on their Facebook page, LUSH launched a campaign in March against the Canadian tar sands. The campaign was supported by both offline and online activities, with the brand releasing a Limited edition Sweet and Shower range to collect money for the cause, as well as using shop assistants draped in Canadian flags, covered in tar to create awareness.
WaveMetrix monitoring demonstrates that LUSH successfully attracts positive response from conscientious, openly eco-friendly consumers. Much like Pedigree’s charity adoption drive, LUSH shows that engaging with a cause that resonates with your users can create high levels of discussion amongst consumers. However, Canadian consumers who find the pictures of LUSH's offline activities “offensive” generate negative comments, suggesting that while their campaign generates interest and awareness it drives some consumers to criticise the brand itself rather than the problem in question.
LUSH’s environmental campaign encourages conscientious consumers to engage with the brand online:
- Environmental causes drive a higher proportion of buzz from conscientious consumers: Conscientious consumers are important contributors to buzz around LUSH’s ethical campaigns, evaluating the bran’s “activism” through assessing LUSH’s activities and the causes they address
- Consumers discussing their usage and experience of LUSH generate most buzz: General discussion around the LUSH brand and products mainly produces discussion by avid users of the products. Many praise the brand’s “amazing” products and reveal which “delicious” new names they have added to their LUSH collection
LUSH’s activity around the Canadian tar sands prompts day-to-day users to criticise the brand:
- In contrast, responses from conscientious consumers are mainly positive: They respond favourably to the brand’s engagement with Canadian tar sands calling it “great”, “very serious” and “worthwhile” charity. However a couple of users are sceptical, implying the campaign is an “attack” towards a country, rather than the “people responsible”
- General consumers discuss Sweet and Shower or comment on “tar sands” campaign activities: While the campaign leads a few users to say they “love” LUSH, it drives some consumers to ‘neutrally’ discuss the Canadian perspective of the tar sands. Others say they are angered and “offended” by LUSH’s lack for “respect for the Canadian flag”, with a couple stating they “will no longer shop at LUSH”