CRUSADING CONSUMERS EMERGE FROM LOCKDOWN CHAMPIONING CHARITY

Despite living in a COVID bubble for the past year, Australian consumers have come out swinging in favour of companies that support charities.

New research (launched 29 October 2021) reveals that during lockdown, Australians have become more concerned about social and environmental issues, and they’re demanding that the corporate sector step up and show leadership in solving social issues. 62% of Australians say that during COVID, they’ve re-evaluated their priorities in life, and if buying a product or service, they’d rather buy from companies doing good.

The Conscious Consumer Report 2021, reveals the Conscious Consumer movement has reached a mass market peak, with a new kind of activist consumer emerging from lockdown – the Crusading Consumer.  

The research by Di Marzio Research and BePartnerReady.com®, conducted in August 2021, reveals that just under two-thirds of Australians believe that Corporate Australia, of all the institutions, has the greatest potential to solve societal problems.  Consumers want companies to not only take responsibility for their negative impact on society and the environment, but take vigorous action to make things better.  Three quarters believe companies should partner with charities to solve social problems in the coming year.

Australians have embraced change, and they don’t want to return to ‘normal’.  They’ve realised they have immense power to catalyse social reform by leveraging their skill – working for companies that align to their values; their wallet – purchasing products that do good and boycotting those that do harm; and through asserting their voice on social media.

The report confirms that Millennials are no longer the flag bearers of the Conscious Consumer movement – it’s across all ages and locations.  Numerous trend reports from PWC, Mintel, Globescan and Accenture confirm that this is a growing global movement. 

Switching brands is one way that consumers can send a message to companies – with 4 in 5 Australians saying they’ll be switching brands to support a cause they care about, in the coming year. The top six causes that prompt switching behvauior are: climate change, mental health, healthcare & medical research, environmental conservation, support & care for vulnerable people and animal rescue/care.

Almost three quarters of Australians agree that a company’s cause activity is more genuine if they’ve partnered with a charity to deliver tangible impact.  As companies look to rebuild their business, there’s a sure fire to kick start recovery – and that’s to give consumers and customers what they want.  Not just meet their practical needs, but resonate with their values and meet their moral needs. 

Therein lies an opportunity for non-profits that would benefit from having a corporate partner in their corner.  Charities are no longer just the caring sector, but a powerful ally to help companies meet consumer demand.  That’s an exciting shift in perspective and represents an enormous opportunity for a growth in cross sector collaboration and in particular, corporate-cause partnerships.

The Conscious Consumer Research report is free to download here.  Watch our webinar recording to see what this research means for non profits and corporate-cause partnerships

To discover if you’re organisationally ready to partner with corporates, companies & brands, do this Readiness Q&A.

 Hailey Cavill-Jaspers