Brands and countries

Today’s consumers are looking beyond the products they buy, to the manufacturers who make them. Whilst holding the manufacturing industry accountable is nothing new, the practice is more widely embraced. What’s more, the internet makes it easier for shoppers to spread both information and concerns. 

If manufacturers don’t make an effort to meet society’s ever-evolving expectations, it may not matter how good the product is. Shoppers might choose to look elsewhere. There are a number of ways in which this affects the consumer/market dynamic.


Honesty, integrity, and transparency

From truth in advertising to availability of information, consumers expect companies to be forthright. And this applies to their statements, supply chains, labour practices, and environmental impact. Gen Z in particular is known for asking direct questions in public forums. Moreover, they expect genuine answers and to see them put into action.1,2

A growing number of shoppers also want unprecedented access to information about the products they buy. Whilst this can help keep companies accountable, it is not without complications. In particular, consumers may not have the knowledge to correctly understand or interpret what they learn. This leads companies to seek and embrace ways of conveying information that is both honest and accessible.


Shoppers expect companies to be responsive to their needs

Product users look for manufacturers who make them a priority. Prompt and effective responses to questions, concerns, and complaints have become mandatory3But it doesn’t stop there. Shoppers also seek to have their needs satisfied, when, where, and how they want them met. 

This begins with making the shopping process simpler. Manufacturers with complex product lines can offer access to smart surveys that make it easier (and faster) for consumers to select the right product for their needs. Live consultants can also be made available when a shopper finds the automated process falling short of their needs. 

Another way manufacturers can shorten the buying process is to pursue consumer seals of approval. Many shoppers look for trusted certifications to help take the guesswork out of shopping. Such seals allow them to purchase with confidence. 

A third form of simplification is the rise of subscription services for products, such as those for diapers. Busy parents enjoy knowing that products will be delivered regularly. In addition to reducing runs to the store, it also reduces the number of things they need to worry about. 

Lastly, shoppers want companies to be responsive to the problems faced by societies and the planet. This means innovative and proactive thinking about solutions to shared concerns.


Demonstrating good corporate social responsibility

From employees and consumers to shareholders, stakeholders look to companies to be good corporate citizens. Examples are numerous:

  • How sustainable are your products and processes?
  • Do you actively avoid using conflict resources? 
  • What requirements do you place on your suppliers, and are they enforced? 
  • Are women, minorities, and the disabled equitably employed and at equivalent salaries? 
  • How responsible is your production process, both for consumers and the communities in which you manufacture? 
  • Do you manufacture effective products whilst minimising the use of non-renewable resources and energy?
  • How fully does your company participate in the life of your communities? Do you give back to those locally or in need?

The answers to these and many other questions can impact consumer confidence and sales. Missteps can be costly and may have lasting consequences.

One of the most impactful trends in this area was dubbed ‘She Rises’ by Euromonitor in its Top 10 Global Consumer Trends of 20234.  Consumers expect companies to advocate for equitable treatment of women. This includes combatting stigma and breaking down barriers to health and wellness. This even pertains to the language that is used to discuss period care products and those who menstruate5


Thrifty consumers seek value for their money

Efficiency in all its forms is generally well-perceived, especially when tempered with benevolence. Shoppers look for absorbent hygiene articles that help keep family budgets under control. 

They also appreciate companies that offer premium features or a better value. In the last few years, there has been an increase in the number of consumers who are willing to pay extra for products that are more sustainable.6  Another way to add value is through products that last longer, or don’t need to be changed as often. Payment plans and smaller-quantity packages are another way companies can work to satisfy these ‘budgeteers’7.  


An absorbent hygiene partner you can rely on

To fulfil evolving consumer expectations, you will need a partner who understands the demands you face, beyond creating well-designed products. As your adhesive supplier, Bostik sees the challenges and can help you address them. That is why we also offer excellent value beyond the adhesive to support your efforts to earn and keep the respect of your consumers.



[2] ’Consumer Trends Impacting Absorbent Hygiene pt. 1 with Liying Qian and Ali Angus’, Episode 54 of ‘Attached to Hygiene’.

[3] Ibid.


[5] ‘An Introduction to Menstrual Health with Danielle Keiser’ Episode 21 of ‘Attached to Hygiene’.

[6] According to 2020 and 2022 surveys by Parent Tested Parent Approved. Hear more in ‘Evaluating Baby Products to Earn Parents’ Trust pt. 2 with Sharon Vinderine’, Episode 49 of ‘Attached to Hygiene’.



CODE: MT-23A03

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