Breaking away from the mindless

In early 2019, IKEA opened its most sustainable store in London to cater to the growing consumer interest in mindful consumption.1 The store uses 100% renewable energy and utilises natural lighting, while also offering sleep assistance programs in partnership with The Sleep School, an agency specialising in improving sleep patterns.

Why should brands encourage mindful consumption?

Mindful consumption refers to a consumer’s ability to pay attention to internal and external stimuli and their effect on consumption.2 This allows consumers to become aware of their consumption habits and makes choices that may be more beneficial to their overall wellbeing after deliberation. Aside from helping consumers cope with the stresses of modern life, mindful consumption can have positive effects on consumer-brand relationships and behavioural outcomes. For example, Ndubisi argues that consumers with high mindfulness have significantly higher levels of trust, satisfaction, and commitment, which lead to positive behavioural outcomes such as attitudinal loyalty and behavioural loyalty.3

How can brands encourage mindful consumption?

Academic research suggests that brands can employ something termed the ‘self-creation effect’, where consumers engage in more mindful consumption when they are involved in the product’s creation.4 Meal kit companies such as HelloFresh and tap into the self-creation effect by allowing consumers to be involved in the creation process. Alternatively, some brands have adopted a more tongue-in-cheek approach to mindful consumption. For example, mineral water brand Blu is cleverly encouraging consumers to enjoy the company of friends during meal times with a specially designed plate that contains a hidden QR code. When consumers take photos of the food on the plate, the secretly scanned QR code displays a branded message encouraging the consumer to enjoy the moment.

  1. Dorfer, S. (2019). Source.
  2. Bahl, S., Milne, G. R., Ross, S. M., Mick, D. G., Grier, S. A., Chugani, S. K., Chan, S. S., Gould, S., Cho, Y., Dorsey, J. D., Schindler, R. M. Murdock, M. R., and Boesen-Mariano, S. (2016). Mindfulness: its transformative potential in consumer, societal, and environmental well-being. Journal of Public Policy and Marketing, 35(2), 198-210.
  3. Ndubisi, N. O. (2014). Source. Consumer mindfulness and marketing implications. Psychology and Marketing, 31(4), 237-250.
  4. Brunneder, J. and Dholakia, U. (2018). Source.  The self-creation effect: making a product supports its mindful consumption and the consumer’s well-being. Marketing Letters, 29(3), 377-389.