Ethical Consumers

Consomm'à cœur

Animal welfare has recently proven to be an increasing concern for consumers, so why is it always illustrated with violent images? Isn’t there an opportunity for new positive actions froms brands to promote their commitment ? Successful brand are usually the most relevant to the moment’s expectations. Socio-marketing has replaced marketing.

Take chickens in battery cages. We can call for a boycott on battery-farmed eggs. But we can also decide not to sell them anymore. Retailer Monoprix was one of the pioneers of this fight. Now comes Poulehouse. According to this new brand, egg-laying chickens are usually sent to the slaughterhouse at the age of 18 months when their production levels start to slow down. However, a chicken can live up to 6 years… Poulehouse’s chickens are entitled to a natural death, in the comfort of a kind of “rest home for chickens”. “Eggs that don’t kill laying hens” is the insight and the promise – a costly one since six eggs are sold 6 euros…The price of a clear conscience.

To go further, the brand recently launched a campaign on KissKissBankBank to crowdfund the launch (available in preorder) of a chocolate cake with eggs that don’t kill hens. From the hen to the egg and the cake, there’s only one step. What after the cake? Patisserie? A clever and unprecedented way to address the concerns about products’ origins and animal welfare. Killing two birds with one stone. It opens the debate on traceability because farming method is now labeled on every egg box but not seen very often on processed food packaging.

When a brand’s fight meets the consumers’ aspirations, it’s a winning game. After the prosumers, now is the time of ethical consumers, driven by the desire to align their consumption choices with values.

So What ?

The animal welfare concern is likely to grow in the coming years. Brands need to find how to create positive images.

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