WHAT’S A CONSCIOUS CONSUMER?
A Conscious Consumer is someone that uses the power of their purchase to effect positive social change. They’ve morphed into Crusading Consumers – and they’re using their voice, skill and wallet as instruments of change.
This is a global phenomenon, and across all age groups. Crusading Consumers are demanding that corporates partner with non-profits to solve societal problems, and they’re voting at the checkout.
ABOUT THE CONSCIOUS CONSUMER REPORT
The research, conducted in Australia at the end of August 2021 by Di Marzio Research reveals a substantial increase in conscious consumerism. In New Zealand, the research was conducted in November 2021 by Perceptive and informs that conscious consumerism is alive and kicking. This manifests in changed behaviour including preferencing brands that have a good reputation for social responsibility and on the flipside, boycotting those that don’t. It shows beyond doubt that Australians and New Zealnders are not reliant on government alone to fix societal problems – they want corporates to step up and do more.
The research reveals a sense of disappointment that corporates are not doing enough. Consumers want more from the companies and brands they buy from and support. They want them to be more responsible and take more action.
So universal is the conscious consumer mindset – across all generations – that CSR & Social Good should now be an integral and everyday part of doing business. It signals to corporates that if they do not embrace social good, consumers will go elsewhere.
Why is this good news for non-profits? Corporates will need to partner with you, to effect swift and demonstrable social change.
We knew this information was too important not to share, so we gathered our closest allies who share our philosophy of empowering non-profits to Do More and Be More through the power of collaboration. Because of their support, we’re able to make this report freely available to all changemakers.
If you work within a corporate, company or brand, the Conscious Consumer Report corporate edition is coming in January 2022 and will be available here
Download the Conscious Consumer Report 2021
Download the Australian Report
Download the New Zealand Report
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 the pandemic and lockdowns.
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
Download The Generations Booklet
ARE YOU READY TO BE MORE?
We hope this research arms you with the compelling statistics you need to confidently approach corporates for partnership & sponsorship collaborations in 2022. However, statistics alone won’t guarantee success, you need to be equipped to partner.
We know, from 20+ years of matchmaking over $40m in partnerships, that there are two levels of readiness. The first is organisational readiness and the second is partner readiness. If you’re wondering where your organisation sits, give our Readiness Q&A a go (no cost, no strings, no spam). A green score means you’re primed, amber means you have work to do and red means stop!
We’re available to chat through your results so you’re not left stuck at the traffic lights.
BePartnerReady.com® is an online training & implementation program enabling changemakers to prepare, upskill and win corporate partners.
Be in touch, find out more about the online program. If you would like to draft your corporate partnerships Intention, we have a free exercise that you can do here.