Sustained global instability and public debate about environmental protection are driving consumers to buy from brands perceived to champion social causes or green initiatives, according to Daphne Kasriel-Alexander, consumer trends consultant at global market research group Euromonitor.
“Right now, more people are comfortable being vocal about campaigns that move them. Campaigns are more visible and [show a] desire to appeal to this changemaker sensibility,” Kasriel-Alexander said in a podcast the company released earlier this week.
This emerging consumer mindset – most common among Gen Z (aged six to 21) and millennials (aged 22-35) – places value on sustainability, reduced consumption and products that last.
“We’re seeing a broader rejection of consumption as merely the acquisition of more products,” said Kasriel-Alexander. She highlighted Buy Me Once as an example of a company that is meeting this need – the website spotlights products that “don't break the bank, don't break the planet [and] that don't break at all”, according to founder Tara Button.
Similarly, Kasriel-Alexander noted DKMS as an example of a charity that is capturing the changemaker audience with its ads. Its latest ads “promise positive impacts and a transformative opportunity – ‘you can delete blood cancer for someone’,” said Kasriel-Alexander.
For more ways to engage the post-aspirational consumer, see Marketing Imperfection and Simplicity Strategies. Our Next-Gen Activists report, coming out next week, takes a closer look at how to connect with consumer groups that have been motivated to take action on social and environmental issues.