Winning over the Mindful Consumer

Published 01 Dec 2021 40

Video
The Mindful Consumer

How the Ethical Butcher built a successful start-up on Trust and Education

Whether you're an established brand or a start-up, there are lessons for all in the inspirational growth story of start-up The Ethical Butcher and how it has captured the hearts and minds of today’s Mindful Consumer.

In just two years, Glen Burrows, Co-Founder, The Ethical Butcher has spearheaded a successful sustainable movement while building a high-growth brand that's been covered in The Telegraph, The Times, BBC Good Food and Country Living.

Glen and his business partner Farshad Kazemian wanted to combat the culture of misinformation about the environmental benefits of veganism and raise awareness of the impact of the proliferation of fake meat substitutes. They wanted to show people how it's entirely possible to eat meat AND restore the environment.

In February 2020 they launch #Regenuary, a sustainable eating movement established to rival Veganuary which urged consumers to opt for food produced according to ‘regenerative’ farming methods.

In adopting the role of educator, The Ethical Butcher cut through the clutter of self-promotion and tapped into the values and earned the trust of the socially conscious, eco-minimalist Mindful Consumer. As a result, the company has experienced the sort of rapid growth most companies only dream of smashing their funding target by 400% on Crowdcube.

Further's Stephen and Nigel are joined by The Ethical Butcher’s brand consultant, Richard Martin and Founder Glen Burrows.

Tune in as they trace the Ethical Butcher's extraordinary story and discuss:

  • The emergence of the Mindful Consumer
  • Brands' roles as educators
  • How to build a regenerative brand and business
  • How to build an audience through campaigning

Watch now

Discover our platform and services

Platform-only

The insight platform for online qual, research communities, digital diaries, ethnography and more.

Services & Support

A range of expert research services and resources to help you deliver your projects with ease, speed and reach.

Expertise

Human insight with impact; leveraging our academic and industry experts to uncover insight, create impact and make confident decisions.

Conde-Nast
Conde_Nast_logo-copy

We were amazed at the level of insight we achieved in just a week. Further opened our eyes to new ways of researching and understanding our staff

We helped Conde Nast International define a new global mission and vision statement

van-tay-media-Kab_-4M4I74-unsplash
Vouch-for-Me-Logo

Further really understood the brief and were extremely proactive. We are now very confident that we’re taking the right products and proposition to market.

We helped this insuretech startup tailor their customer value proposition for the UK market ahead of a planned launch

Keyhouse
Keyhouse

Further's expert team pushed us to clarify our assumptions and to think about how to communicate the value of our products .

We helped Keyhouse enter a new market and understand what target users of their case management software needed and how to position their offer

FTH001_Mother_2_children_tablet
UNICEF-Logo

Working with Further was a refreshing and eye-opening experience…...the qualityof their output which was excellent.

We helped Unicef generate insights to support the development of a mass market, sustainable fundraising product.

Zwift image
Zwift-logo

Strategically, Further’s insights provided clear and directional answers that will guide us through our next phase of growth

We helped Zwift understand users and non-users needs and wants so they could prioritise their innovation pipeline

Palmolive Colgate
Colgate-Palmolive

The engagement with the online community in China has been phenomenal. Our online activities and a product trial have been executed flawlessly.

We helped Colgate Palmolive better understand people’s experience of using skincare products in Asian markets

Chillys image case study
Chillys-logo

We helped Chilly’s leadership team consider new ways to understand and co-create with their customers’

What next?

Browse our site, download our resources, request a demo of our platform or speak to one of our experts

Browse our work
Contact Us