Empowered activists encompass 14% of the global population and are focused on authenticity and advocacy for social, environmental and political justice issues. Euromonitor said while these consumers are focused on global issues, recently they’ve started to focus on local communities and personal wellness as well.
Here are some key stats on the empowered activist:
They are focused on the environment, making a difference with their choices, and giving back to those in need
70% value being active in their community and half anticipate being more involved in the future
A quarter will boycott companies that don’t share their beliefs
69% will only buy from companies they trust completely
36% say buying eco-friendly and ethical goods makes them feel good
Around 30% make buying decisions based on a company’s social and political beliefs
Empowered activists are likely to do extensive research, read online reviews and compare prices online. They also prefer bargains, high-quality products and strong or well-known brands.
They are likely to be influenced by friend and family recommendations, independent consumer reviews and product labels and packaging. It is unlikely they will be influenced by celebrity endorsements, bloggers or social media influencers, and government or expert organizations.