Purpose-Driven Shopping

Brand loyalty shifted during the pandemic, with consumers prioritizing the brands that align to their values and beliefs. 

Shopping with a Purpose 

Over 70% of adults aged 18-55 care more about product sustainability now than they did a year ago. Green business practices are increasingly important to all demographics, with 82% of millennials and 52% of baby boomers saying sustainability is important to them when shopping for clothes, beauty products, and travel experiences. In fact, more than half of lifestyle consumers bought a new brand or product specifically because of its sustainability practices. 

Inclusivity is In 

Racial issues received increased attention in mid-2020, and as a result, brands have begun to implement more inclusive marketing and business practices, such as fashion brands embracing extended sizing and inclusive products. Nike began advertising its Nike Pro Hijab for Muslim female athletes and adaptative activewear for people with disabilities. The “beauty for all” movement moved beyond greater foundation shades to support for Black-owned brands in 2020. Unilever eliminated the word “normal” from its branding and indie startups like Fluide now offer gender-neutral makeup. 

Brands’ Voices Matter 

Forrester found that when choosing between two brands with similar products, 43% of US adults will favor the company that takes a stand on like-minded social, environmental, or political values. This is increasingly important for younger consumers. Gen Z will be the most racially and ethnically diverse generation in US history, and they’re paying attention to where brands stand on societal issues – with 58% of LGBTQ+ youth saying brands that voice support for the LGBTQ+ community positively impact their feelings about being LGBTQ+. 

RECOMMENDATION 

Highlight green business practices – such as reusable packing, recycled or sustainably sourced materials, carbon footprint reduction, green business certifications, and donations to environmental causes. Be mindful of “greenwashing” – overstating a commitment to eco-friendly values. Brands’ product assortment and advertising should also reflect rising consumer demands for more diverse products tailored to them. Authenticity is key when sharing your brand’s stance on societal issues and the social and environmental good you’re doing.