When the economy is tight, the need for creative communication strategies is at a premium, especially when it comes to luxury brands. So how do you get consumers to buy when they’re trying to budget? Try giving them more than they bargained for.

Socially conscious consumers are making a mark in modern-day marketing, and they’re doing so at an increasing rate. Good Must Grow’s recent survey found 30 percent of respondents expect to increase the amount of goods and services they buy from socially-responsible companies over the next year, and 60 percent view buying goods from socially-responsible companies important.

There are a variety of ways marketers can turn luxury brands into must-haves for socially conscious consumers.

For example:

Make the case for sustainability. The saying “you get what you pay for” certainly applies to luxury brands, and most high-end brands can claim a premium price due to the quality and sheer allure of the label. A quality, well-designed product will last longer than a less-expensive substitute– making it a “sustainable” purchase that pays for itself over time.

Initiate goodwill campaigns. It’s important for socially conscious consumers to know that their money is also helping a good cause. Communicators that help their luxury brands tie in with a charitable cause, a disaster relief effort or a community program will go a long way to helping consumers “justify” a more expensive buy. Organizations like Good Returns make it even easier to help communities by partnering with companies and providing microloans with each transaction.

Go green. This is more than just a buzzword—it’s a global movement. Cut back on paper usage by appealing to your consumers online. Offering exclusive e-mail deals or coupons via social media encourage socially conscious consumers to buy your product without leaving a carbon footprint. Depending on your product, there are numerous other ways to incorporate green initiatives into your company’s day-to-day duties.

Designing a product that makes a consumer feel good is one thing, but designing a feel-good campaign is a whole different ballgame. As social responsibility becomes more important to consumers, implementing a socially conscious strategy should become equally important to your brand.