The Conscious Consumer
New research reveals that consumers are demanding a systemic reset - they want companies and brands to not only address their impact on society and the environment, but be active agents of change.
Switching brands to support a cause is at the highest level in 20+ years since we’ve been tracking this movement. And it’s not just the activist Gen Z & Gen Y, it’s across all generations. The Baby Boomers & older Builders are flexing their muscles at the (online) checkout, signing petitions, and making their voice heard.
The 2021 report - containing statistics, commentary & great partnership examples - is free to download below.
What's a Conscious Consumer?
A conscious consumer is someone that uses the power of their purchase to effect positive social change. They are now far more than just conscious – they’ve morphed into crusading consumers, using their voice, skill and wallet as instruments of change.
This is a global phenomenon, across all age groups. They’re demanding that corporates partner with non-profits to solve societal problems, and they’re voting at the checkout by buying those brands doing good, and boycotting those that are not.
What does this mean for corporates?
Whilst this year has forced many companies to adapt the way they do business, this research confirms that companies must further evolve and embrace the Triple Bottom Line model, where consideration for People and Planet sits alongside Profit. Australians want to see fundamental change in the way companies engage with – and support – society.
If you work within a charity, non-profit or foundation, check out the Conscious Consumer Report written for your sector here
Download the Conscious Consumer Report ANZ 2021
Voice of the People
We took to the streets to gain further insight into why this movement has grown so rapidly. They were of course empty, so we gathered on Zoom. Watch what Baby Boomers, Gen X and Gen Y say about their conscious consumerism, the research results, and the effect of COVID-19.
Understanding research requires knowledge of the different generational groups and the events that shaped their attitudes and behaviour.
Download our free booklet ‘The Generations‘ for a deep dive into Gen X, Y, Z & Boomers, KIPPERS, PUMCINS & Millennials.
How can we help you?
We hope the statistics and insights contained within this report provide you with the impetus to start a conversation about CSR & Social Good. Whilst investing in this area may seem counter-intuitive after two very chaotic years - it’s essential. It can no longer be viewed as an optional feel-good strategy; it must be an integral part of doing business. At Cavill + Co, we can help you get clear on what your focus should be, and we can find you a brilliant non-profit partner that will bring your social purpose to life.