Table of Contents
Executive Summary
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- Target Audience
- Top takeaways
- Engaging the Conscious Consumer
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- Figure 1: Repertoire analysis – Conscious Consumer segment, November 2019
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- Figure 2: Conscious Consumer segment, by desired brand involvement, November, 2019
- The divide in American values
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- Figure 3: Top individual values vs top perceived American values, November 2019
- The role brands can play
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- Figure 4: Conscious Consumer group, by responsibility, November 2019
- The opportunities
- Internal inclusivity
- External inclusivity
Target Audience – What You Need to Know
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- Conscious Consumers shop their values
- Appealing to Conscious Consumers
Target Audience: The Conscious Consumer
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- Marketers can target “Conscious Consumers” based on “cause” participation
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- Figure 5: Repertoire analysis – Conscious Consumer segment, November, 2019
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- Figure 6: Conscious Consumer segment, by personal support, November 2019
- Identifying Conscious Consumers
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- Figure 7: Conscious Consumer segment, by generation, by household income, by political affiliation, November 2019
- Conscious Consumers’ expectations for brands
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- Figure 8: Conscious Consumer segment, by desired brand involvement, November, 2019
- Brand Spotlight: Hallmark Channel
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- Figure 9: Hallmark Channel head stepping down following misstep with Zola same-sex ad, January 2020
The Consumer – What You Need to Know
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- Consumers’ personal values differ from perceived “American values”
- America is ideologically divided, but Conscious Consumers are pushing for expanded inclusivity
- Brands have less responsibility than the government, but more than consumers
Personal Values versus Perceived Values
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- Proud to be an American?
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- Figure 10: Top individual values vs top perceived American values, November 2019
- Through their eyes: What do American values look like?
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- Figure 11: Images that represent the best of America, March 2019
- Conscious Consumers have more faith in their personal altruism and in that of other Americans
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- Figure 12: Conscious Consumer group, by value of giving back, November 2019
- “I cannot tell a lie”. . . but others do
- In their own words: Personal values
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- Figure 13: Individual values vs perceived American values, by generation, by race and Hispanic origin , November 2019
- Brand Spotlight: SKIMS Solutionwear
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- Figure 14: Original Kimono brand announcement, June 25, 2019
- Figure 15: Official response to controversy, July 1, 2019
- Being my authentic self
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- Figure 16: Individual values vs perceived American values, by generation, by race and Hispanic origin, November 2019
- Brand Spotlight: American Eagle Outfitters
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- Figure 17: #AerieReal | Real Change, January 2020
Issues Impacting American Values
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- A glimmer of hope in the American Dream
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- Figure 18: Future outlook, November 2019
- Minimal middle ground for Americans
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- Figure 19: Future outlook, November 2019
- Social media backlash
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- Figure 20: Impact on society, by Conscious Consumer, by generation, by race and Hispanic origin, November 2019
- Mental health advancement is common ground
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- Figure 21: Impact on society, by political affiliation, by Conscious Consumers, November 2019
- Reproductive healthcare: Politically divisive but expected by workforce
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- Figure 22: Impact on society, by political affiliation, by Conscious Consumer, November 2019
- The #MeToo movement lacks male support
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- Figure 23: Impact on society, by Conscious Consumer, by gender, November 2019
- Gender fluidity is currently polarizing, but slated to become more accepted
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- Figure 24: Impact on society, by Conscious Consumer, by generation, November 2019
- Brand Spotlight: Lyft
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- Figure 25: Your pronoun; Your choice, May 2019
The Role of Brands
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- Consumers hold the government most responsible and also look to brands to intervene
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- Figure 26: Correspondence analysis – symmetrical map – responsibility, December 2019
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- Figure 27: Responsibility, November 2019
- Brand Spotlight: Nike
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- Figure 28: What Nike told me when I wanted to have a baby | The New York Times Opinion
- Brand Question: To take a stance or not?
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- Figure 29: Future outlook, by generation, November 2019
- In their own words: Brands and values
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- Figure 30: Consumer perception of brands with good values, November 2019
- The issues where consumers feel brands have a responsibility to act
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- Figure 31: Conscious Consumer group, by responsibility, November 2019
- Brand Spotlight: Ben & Jerry’s
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- Figure 32: Take action on climate today | March 2019
- In their own words: Values and brand affinity
Mintel Trend Drivers: What You Need to Know
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- Supporting consumers’ Rights
- The future of personal privacy and rights
What’s Happening Now: Consumer Rights
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- Championing trailblazers
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- Figure 33: #Makespaceforwomen, January 2020
- Expanding self-expression
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- Figure 34: More than just makeup, August 2019
- Promising protection
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- Figure 35: Ensuring confidentiality, January 2020
What’s Happening Next: Consumer Rights
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- Heightened consumer expectations drive the evolution of data security
- Brands become more entrenched in social issues
Appendix – Data Sources and Abbreviations
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- Data sources
- Consumer survey data
- Consumer qualitative research
- Direct marketing creative
- Abbreviations and terms
- Abbreviations
- Terms
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