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Ethical and locational shopping considerations grow
Environmental & social issuesPurchase behaviourUnited Kingdom
People across the UK are increasingly interested in supporting local businesses when making buying decisions and also in aligning purchasing decisions with ethical beliefs, according to the Data and Marketing Association (DMA).
Why it matters
Shopping locally may have been initially forced on consumers thanks to Government restrictions on movement during the pandemic, but that experience seems to have encouraged a reappraisal of previous habits. At the same time consumers are evidently rethinking why they buy particular brands and are looking for new tools to help them in making their choices.
Fifty-eight percent of Brits (rising to 67% among those aged 65+) say they want to support local businesses.
Supporting the local economy (36%), convenience (21%), and the desire for environmental sustainability (13%) are what drives this preference.
When shopping online, 45% (rising to 62% of 25-34 year-olds) would like to be able to filter their product lists by their own values.
The impact of values
Online luxury marketplace Farfetch’s Positively Conscious initiative enables shoppers to buy brands according to ethical and environmental criteria. Sales through this channel were last year growing faster than the overall Farfetch marketplace (and that grew 60% in Q3).
多样性、公平性和包容性需要发挥作用。在客户和机构层面，这一领域仍然存在挑战，机构继续缺乏内部多样性，而客户则在努力实现 DEI 议程。
来自伟门汤普森中国的 Joyce Ling、Leo Burnett Chicago 的 Aki Spicer、MediaCom 的 Anush Prabhu、We Are Social 的 James Honda-Pinder、22feet Tribal Worldwide 的 Mehak Jaini、The Secret Little Agency 的 Eunice Tan 等领先战略家的专家评论和 OLIVER Agency 的 Nick Myers，可以在这里阅读。