Sport
and Leisure

LET US PLAY – the Consumer Activist in Sports and Leisure.

In 2022, everything has changed and it’s time for brands to adapt to a constantly changing consumer.

For the sports & leisure industry, this group is more protective of the grassroots of sports. They are more about showing up than winning medals. They want brands to give them control over how they interact and engage with them.

This report highlights the mindset of the consumer activist and explores the opportunities sports and leisure brands can embrace with this emerging audience.

Our approach

As part of our ongoing research into the Changing Consumer, we developed a hypothesis for the Consumer Activist in the Sports and Leisure industry. We wanted to understand what this group was demanding and how brands can adapt to succeed.

Through a combination of desk research and expert interviews, the picture of what they want from these brands became clear.

What we uncovered

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

  • A massive 64% of consumers said that they were willing to boycott a brand because of their stance on a political issue
  • 15% of consumers say they don’t believe the information on packaging
  • 1 in 3 British shoppers follow ethics news sites or accounts to help them make purchasing decisions

Read the full report

 

Our report is a deep dive into the mindset of the consumer activist and what sports and leisure 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

All contracts

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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