Laura Klein, Founder and Director of Snotty Noses

A recent report by Be Partner Ready revealed that Australians have become increasingly consumer conscious following the pandemic and are driving social change through new consumer habits. The shift is seeing citizens place greater expectations on companies to demonstrate transparency and prioritise social and environmental impact over business profit. According to the report, three-quarters of Australians agree it is time that Corporate Australia stepped up as active agents in leading social change. During 2020–21, one-third of consumers admitted to boycotting businesses that showed poor social responsibility – and this is likely to increase given that our most pivotal consumers (Millennials and Gen Z) are the most active boycotters. Younger generations are bringing in new values meaning businesses must pivot their approach to keep up or risk being 'cancelled.'

Conscious consumerism stems from increasingly ethics-driven citizens pushing for a more significant impact than they feel they can have as individuals. Those seeking more calculable social change understand that they can only do so much without the assistance of a larger cohort, while acknowledging that one thing they do have control over is their spending. Consumers are therefore turning to businesses to drive the reforms they wish to see.

The COVID-19 pandemic helped instigate the new conscious consumer, with over 60% of Australians claiming they re-evaluated their priorities during lockdowns. Yet, prior to the pandemic, our younger generations were already proving to hold high standards around ethics and social responsibility, which is only likely to increase with generational change. Healthcare and medical research are among the top causes' consumers advocate for, with other issues including environmentalism and mental health. Businesses simply cannot ignore that the average consumer is now rejecting profit-centred marketing in favour of serving the greater good. And, for those adapting their business methods to meet the expectations of conscious consumers, the results are far-reaching, from enhanced reputation to differentiation from competitors and a potential increase in customers.

Snotty Noses is one business that was ahead of the game in demonstrating social responsibility long before it became 'trendy.' Laura Klein, Founder and Director, had been supporting charities for years but was ‘looking to make a more concrete and significant difference’ when she came across the Humpty Dumpty Foundation. For Laura, supporting the health and comfort of babies is what she does best and partnering with Humpty made sense due to the charity's clear alignment with the Snotty Noses brand.

‘Both [Humpty and Snotty Noses] are about providing medical care to children. Snotty Noses provides medical care with the Nasal Aspirator, supporting the health of babies and young children. It made sense to partner with Humpty, who essentially does the same thing but on a much larger scale.’

By dedicating a percentage from every sale to the Humpty Dumpty Foundation, Laura uses cause-related marketing to advocate for shopping with purpose, saying, ‘I feel a responsibility to give back and to share my profits with more vulnerable members of the community.’

Cause-related marketing (CRM) is one way businesses address their social impact. A collaboration between a for-profit and not-for-profit, CRM serves to promote the sales of the business and the cause of the charity, making it a win-win for both parties. However, for businesses such as Snotty Noses, a cause-related marketing engagement is much more than that.

‘I’m not focused on what I am getting from this partnership. I don’t need anything in return,’ says Laura. ‘It does provide a good feeling for customers who visit the site and are aware of the partnership – but that isn’t the aim.’

Laura’s approach in partnering with the Humpty Dumpty Foundation is more about untied giving, emphasising the need for businesses to demonstrate genuine commitment. Consumers are all too aware of empty promises. They want to see tangible results, or else it gets deemed 'woke-washing.' In fact, 72% of Australians claim supporting a charity adds credibility to a business, believing that companies who partner with charities can help solve societal issues.

When speaking about why the Humpty Dumpty Foundation was her charity of choice, Laura says she loves knowing exactly where her money is going, helping her feel Snotty Noses is contributing to having a genuine impact within the community.

'Snotty Noses sells practical products, so it made so much sense to work with a charity that is also practical in its approach, providing tangible solutions. You know exactly how your money is getting spent. Overall, it suits our business, and it works well.'

Statistics are from The Conscious Consumer Report, 2021.