Activism Consumer Insights

Trend - Consumers are holding brands accountable for their environmental impact, driving a shift towards eco-action. This goes beyond mere greenwashing and performative gestures. Social media empowers consumers to expose greenwashing, demand transparency, and advocate for sustainable practices.

Insight - Fueled by heightened environmental awareness, shifting priorities towards sustainability values, and rising skepticism of greenwashing, consumers are demanding eco-action, not apology. Social media empowers them to expose greenwashing, demand transparency, and advocate for sustainable practices. This eco-accountability trend necessitates brands to demonstrate genuine commitment and systemic changes to address their environmental footprint and build a more sustainable future. Failure to adapt risks public scrutiny and market contraction in the face of empowered, eco-conscious consumers.

Trend - On social media, especially platforms like TikTok, the "de-influencing" trend is gaining traction. This movement flips the script on traditional influencer marketing by encouraging users to critically analyze trending products and resist impulsive purchases. De-influencers often expose potential drawbacks of popular items, prompting a shift in consumer behavior. As this movement gains traction, brands are strategically engaging in de-influencing campaigns to demonstrate their commitment to sustainable practices.

Insight - Social media's relentless promotion of consumption fuels the "de-influencing" movement, as consumers grapple with the paradox of acquiring "sustainable" products that may still contribute to environmental problems. This growing awareness prompts a reevaluation of what truly brings fulfillment and a critical examination of the beneficiaries within the endless consumption cycle – primarily large corporations – and the costs borne by both consumers and the environment. Interestingly, this shift in consumer behavior has the potential to redefine the very nature of brand loyalty in the digital age.

Trend - Brands are integrating activism and charitable actions directly into business models and consumer loyalty programs. This helps consumers directly influence the amount of charitability from a business, making activist consumers more likely to frequently engage in these brands over others.

Insight - Voting with the dollar is a popular concept in North America. Consumers value brands that are transparent, authentic, and have a positive impact on the world. Some interact exclusively with these brands, while others prefer to do so when possible. Of the brands that engage in charity work, consumers prefer those that demonstrate their values with tangible actions. These consumers are more loyal to brands that integrate activism directly into the core business model.

Trend - Corporations are launching DEI programs and initiatives designed to support the careers and lives of neurodiverse employees. These programs ensure equality in hiring patterns, resource access, and worker compensation. These benefit businesses by improving employee satisfaction and retention.

Insight - In the post-pandemic working world, employees have many options for workplace culture, such as finding flexible working hours, locations, or compensation. Employees each have preferences, such as wanting more flexibility or a larger wage. However, workers quickly leave jobs where they feel they do not belong, resulting in high turnover for less desirable workplaces. Companies are avoiding this fault by launching new DEI initiatives that, in addition to other protected classes, support neurodivergent workers.

Trend - Coffee brands are implementing regenerative farming practices to ensure that coffee farming has a positive impact on the surrounding environment. These farming methods result in cleaner coffee blends while improving animal welfare, worker rights, and surrounding ecosystems.

Insight - There is a growing market of consumers that are drawn to products that promote social good, whether it be related to working conditions, animal welfare, or environmental impact. These consumers prefer products with certifications on the label to ensure them that the products are supporting good causes. This

Trend - Organizations are launching new Web3 campaigns, tools, courses, and products that are specifically geared toward Hispanic and Latin American populations. The majority of these initiatives have been founded in an effort to make Web3 more accessible and inclusive for both these groups.

Insight - Hispanic communities, as well as Latin American populations more broadly, face difficult and uneven barriers when entering the world of Web3. In the US, challenges include a lack of community funding and unequal Internet access. In Latin America, interested parties are held back by weaker tech infrastructure and fewer educational opportunities. To lessen these barriers, organizations are introducing Web3 initiatives dedicated to supporting these groups.

Trend - Game developers are addressing the issue of inadequate LGBTQ+ representation in gaming. These communities often feel unrepresented by games that center around straight, cisgender characters. Development studios are addressing this blindspot by promoting LGBTQ+ characters and stories in video games.

Insight - Representation is key in the media as all consumers, from teens to adults, look for themselves in content that they consume. In gaming, members of the LGBQT+ community often feel unrepresented, turning to small-budget independent games that tell their stories. This has placed pressure on more prominent, mainstream game creators to incorporate more diverse stories, characters, and identities into video games. These titles also strive to educate gamers on LGBTQ+ issues.

Trend - Bars are using their platforms as community establishments for social outreach. The companies are creating more inclusive environments through in-house initiatives and branded donations for worthy causes.

Insight - Throughout the pandemic, North Americans who were given the opportunity to work safely from home have had more time for introspection, leading to a greater appreciation of the sense of community and social interactions. As these consumers look inward and reassess their values, they expect companies to do the same. In response to this social change, businesses are increasing their community involvement to create a more inclusive environment for customers.

Trend - Companies across various industries are taking to the metaverse to spread awareness of ongoing societal issues in the physical world. These initiatives have been expressed through NFTs, metaverse avatars, and social services that encourage users to continue supporting humanitarian efforts.

Insight - The metaverse has allowed users to engage in new methods of communication that hone in on technological advancements. In a bid to reach virtual audiences, humanitarian and philanthropic organizations are communicating their efforts using the newly available technology. This brings real-world issues to the platform's forefront, making it accessible to metaverse users who subscribe to social activism.

Trend - Brands are supporting local Black-led organizations that are fighting against Afro hair discrimination that exists in workplaces and schools. This includes funding, workshops, and support to help put policies in place to end this form of racial discrimination.

Insight - Visible acts of racial injustice and police brutality have led to a global awakening to the experiences that the Black community has faced for centuries. This includes the systemic racial aggressions that exist in corporate workplaces and schools surrounding beauty and appearances. Local Black-led organizations and activists have been fighting these unfair standards for decades and the movement has also extended to corporations looking to change their discriminatory policies. These brands can no longer simply pay lip service as consumers demand action be taken against these forms of discrimination.