Rise of the
Consumer
Activist

Brands don't need radical transformation.

What they need is to remain relevant, to keep pace with rapidly changing consumer needs. This report, researched with Market Measures, offers that insight.

From holding brands accountable to boycotting those that don't step up, this report shows exactly how consumers have changed since the pandemic – painting a picture of a new group whose influence is only growing.

A group all brands need to listen to. This is the age of the Consumer Activist.

Using a series of hypotheses, we set out to understand this group, challenge our ideas about them, and so support our clients in better connecting with their audiences.

Survey specs:

  • 1018 total completed surveys
  • Performed online, all in the UK
  • Research conducted in the second half of November 2021
  • Controls in place for age and gender, all other demographics allowed to fall out naturally
  • Respondents asked about up to two categories they had bought from in the last year
  • Designed to be repeatable to track results over time

The Consumer Activist exists. They are young, environmentally-minded, and progressive, but also interested in brands across all categories.

  • Consumer Activists make up nearly 1 in 7 shoppers today.
  • They are younger (most are under 35), indicating they are the shape of things to come with their ideals likely becoming more mainstream as they age.
  • They demand more from brands than anyone else but will reward those who get it right with greater levels of loyalty.

Read the full report

 

Our report is a deep dive into the mindset of the consumer activist and what brands can do to influence them.

Download the report to see how you can engage this emerging audience.

If you’d like our team to talk you through the findings and help discover the best route forward for your brand, contact our team:

Mark Kershaw
Email  |  07432 101 207

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Sport & Leisure

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Food & Drink

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Fashion

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Age of the Consumer Activist

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The Changing Consumer

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