“I will be a strong believer in the idea that we should all work together for the greater good. I will buy from organizations that are honest and transparent about what they do. I will want proof that they are putting the needs of society and the community on par with profits. I will want to do things that benefit society, like sharing data to stop the spread of diseases.”
“Society first” consumers are the least concerned about the rising cost of living, but they’re changing their habits to reduce costs anyway, by choosing cheaper brands or buying only the essentials. They’re cutting back where it doesn’t hurt them and 37% are trying new brands to reduce costs. This cutback on non-essentials gives them the funds to spend more on what they think is important.
Their defining concern is the health of society, but they appreciate that a healthy society needs a healthy planet. So, they are highly interested in ethically produced goods, and 56% are willing to pay more for sustainable products. They are very active when it comes to small initiatives like turning down plastic utensils, but they don’t shy away from bigger lifestyle changes, such as restricting their travel by airplane.
“Society first” consumers want to actively encourage companies to become more sustainable. Seventy percent consider and make purchase decisions based on the ethical behavior of an organization, but two-thirds also think they need more information to help them make more sustainable choices. They are happy to reach out to companies through email, chat bots or social media messaging to get this information.
They feel a responsibility to encourage their friends to adopt more sustainable behaviors, and two out of three will tell their friends about products that are good for the planet.
This spirit of connection and activism is reflected in their digital behavior. They aren’t more likely than other consumers to use digital technologies, but they are more likely to use them to interact with other people, with 55% reporting that they recently socialized with friends and family on video platforms.
The festive season is an important opportunity for them to positively express their social values, in what they buy and how they bring people together.
The festive gift they would love to receive is membership to a local society or charity.