US The New Activist Market Report 2020
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Providing the most comprehensive and up-to-date information and analysis of the The New Activist: Incl Impact of COVID-19 – US market, and the behaviours, preferences and habits of the consumer.
What are the key challenges facing the industry? Who is the consumer and what do they want? Where are the opportunities, where are the risks and what lies ahead?
Social and political activism has long been a critical part of America’s democratic society. In 2020, activism has seen newfound attention and widespread participation across the country. The COVID-19 pandemic and the social inequities exposed during the economic lockdown, as well as vivid images of police brutality and racial injustice, have prompted renewed activist efforts and impacted consumers’ expectations of brands’ role in activism.
Written by Lisa Dubina, a leading analyst in the Culture sector, her extensive knowledge delivers in-depth commentary and analysis to highlight current trends and add expert context to the numbers.
Throughout 2020, America has seen a surge in social awareness and consumer activism. The COVID-19 pandemic, the social inequities it’s underscored, and a series of racially fueled conflicts and killings have led to a social and racial justice awakening across the country. While the New Activist consumer segment only includes a third of the population, it is still a sizable consumer group that is poised to grow. Additionally, skewing young and multicultural, the New Activist segment likely overlaps with many brands’ current or future consumer base, making it an advantageous group for brands to know and understand Lisa Dubina
Senior Culture Analyst
Mintel provides a range of market information, frequently through the category level, including market size and forecasting, complete with market drivers that illustrate the forces that shape a category or market.
Mintel’s proprietary consumer research provides our analysts with the attitudinal and behavioral data used to provide valuable insight to topical issues.
Mintel provides overviews of the top brands and manufacturers, and uses consumer research to explore attitudes and reactions to brands, as well as insight into what will resonate with consumers.
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Please Note: This is a sample report. All of the figures, graphs, and tables have been redacted. Our reports are available to download in PDF and PPT formats.