Ni Viewpoints Heading heading heading Terese Hoffeldt, Founder and CEO of Hevea has this to say: How organic is the UK consumer? Heading
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Certainly, the UK market is ethically aware. In my experience, consumer behaviours in the UK are similar to most markets. The first prerequisite, even for ethical shoppers, is that what you spend your hard-earned cash on should work.
Xhead
Recently, I came across a report that mostly confirms my opinion of the UK market, based on Hevea’s performance here. I think the biggest share of ethical purchases is made mostly by the more affluent. I definitely think the UK consumer cares about the values of the brands they buy; again this is probably truer for higher earners, but as the report shows, M&S and John Lewis – iconic UK names – both have perceived high social equity.
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Social equity led me to set up Hevea in the first place. I wanted the best for my baby, but I wanted my product choices to reflect my personal values as much as possible. Nothing I could find did, so I set up Hevea.
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I think it’s the brand’s responsibility to help educate consumers and influence their choices – not just because it’s business. First, we need to have integrity ourselves and we need to inform. To do this, we should be consistent in our messaging – labeling is a great start, but clear, consistent, informative communications help the customer understand what they are buying and why. Their choices are representative of their own values, but also reflect the chosen brands’ integrity.
It’s what builds loyalty and ultimately makes a brand iconic.
I think everyone working truly in the organic/natural sector is working towards the same thing - competitors or not - that buying socially aware ethical brands becomes second nature to the consumer. This way organic can grow from being niche as it is now, to becoming the choice of the masses. - not just in the UK, but in every market.
Interestingly, in the survey on social equity, the UK came 4th in Europe, behind Switzerland, Austria and Germany. That’s a really great sign.
www.heveababy.com
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BT’s Robert Griffiths on the baby monitors market Xhead
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It’s time to move forward Terese Hoffeldt
The baby monitor market is a very exciting industry and one that seems to be holding its own in the current economic climate while many other consumer electronics markets are struggling. For me it’s simple, parents want the best for their baby and are prepared to pay for top quality technology to give them reassurance and peace of mind.
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Xhead
Clearly the monitor market has moved on in the last few years with digital monitors now the fastest growing category and analogue monitor sales declining fast. That’s not surprising as digital technology allows better value for money such as HD-sound, secure channels and additional features. Video is also growing but the sensory market seems to have tailed off slightly recently. Obviously all parents are different, but it seems that digital and video monitors combine the ‘fun’ aspect of parenthood with the reassurance of safety, rather than focusing parents on the basic monitoring features or becoming pseudo-‘medical devices’. For example, night-vision, temperature displays, lightshows and iPod connections are all features which either make parenthood easier or more enjoyable. I believe that is what the majority of parents are looking for on top of the monitoring feature.
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In the longer term my view is that the monitor manufacturers who are going to succeed are those who have the power and resources to innovate. 21st Century mothers and fathers want more information instantly wherever they are – and on any device. In a competitive market, innovation will always be key and I think brands must focus their innovation in the right place.
Becoming a new parent is an exciting and daunting experience. A high quality baby monitor provides reassurance and peace of mind but can also be fun and allow parents to interact with their young ones in new and innovative ways. Parents will continue to look to trusted household brands to give them reassurance in the early years and they will look for products which help them enjoy parenting!
www.bt.com 12 • NURSERY INDUSTRY • JANUARY 2012 •
www.nursery-industry.co.uk
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