Your Wine as Conscientious Consumption

2020 proved to be the year of profound and lasting changes to all aspects of our economy, not just our beloved wine industry. And many changes that were already taking place were only accelerated by the pandemic. E-commerce grew at breakneck speed as retail outlets in all economic sectors drastically reduced capacity or shut down altogether. But it’s not just the method by which we are purchasing our wine or other goods that has transformed. Our values have also evolved in the recent years with an apparent acceleration since the virus took hold

What is Conscientious Consumption?

We have experienced a shift in our buying priorities in the last two decades as we choose to buy things that we feel are better for our bodies, communities, and the planet. What some experts have called “conscientious consumption” has grown as a value, as concerns about climate change, social justice, and economic equity become prevalent and urgent. Our desire to “do good” when we spend our money has butted up against traditional conspicuous consumption behaviors. And during the pandemic it’s naturally inappropriate and irresponsible to spend in flashy or vacuous ways as so many struggle during this time. In a recent article, Forbes predicted this restraint will continue well into 2021 and may result in an end to “social-status signaling” especially for luxury goods.

What can wine and spirits do to address these habits?

The wine industry had been lagging in its ability to communicate with emerging segments of wine consumers and address changes in wine lover priorities even before COVID changed our lives. And minority populations have largely been ignored by the industry despite the fact that our combined community represents a third of the wine-buying population, according to Nielsen and other analysts. Impacts of the pandemic brought this disconnect into stark relief and wine and spirits brands have no choice but to make significant, dedicated investments to address these failings if any recovery and growth in the industry is to take place. Brands need to communicate with authenticity about wine in way that addresses sustainability, socially-responsible business practices, and support for cultural values like gender, race, and income equality. And these messages have to be made through digital and online channels to engage in community commerce. While we expect our restaurants and stores to re-open in reduced capacity in 2021, there will be no rollback of our online wine economy.

How we are a conscientious community

Amigas, what we are seeing being reported in industry analyses is what we have been feeling innately for some time. We as a community already knew our values have evolved and that we were essentially disregarded as consumers. We care about supporting our Latina wine professionals. We want our wine purchase to have a positive impact. We want our wine to enhance our overall well-being. All this data is just evidence proving yet again, that the community we are creating here at Latinas Wine Club is more important than ever.