The consumer becomes more aware of his power towards organisation. He realizes that everytime he buys a product or service he votes for the world he wants. This results into consumers who are more mindful about the things they consume.
Mindful consumption is about authenticity of organisations. It is about the rising importantance of craftsmanship and local sourcing. The trend Mindful consumption is all about real corporate social responsibility. A world where consumers looks for companies who practice 'betternes'. This goes beyond marketing and move into mattering. Being, as a company, able to make sincere difference with the products or services you sell. What is the added value of your company doing your business. All these themes are important for the growing popularity of the mindful consumer.
Trend definition: The more aware consumer about the effects of his ways of consumption and how a changing behaviour directly affects our world. Because of this the importance of corporate social responsibility rises.