BBMG survey finds emphasis on local, handmade, practical goods; and memorable experiences instead of traditional gifts
Submitted by: BBMG
Posted: Nov 26, 2010 – 08:17 AM EST
NEW YORK, Nov. 26 /CSRwire/ - A new study by brand innovation firm BBMG finds that America's conscious consumers are spending less but giving more this holiday season, focusing on local, homemade, organic, and donations to good causes as top gift choices that prize unique, memorable experiences over more stuff.
"In a recession we expect consumers to get thrifty and creative, but we’re learning that it goes way beyond cost savings for consumers who care about doing good," said Raphael Bemporad, BBMG's Chief Strategy Officer. "These consumers are actively choosing to promote causes they believe in--sustainable brands big and small--and are committed to creating lasting memories while reducing waste in their lives."
BBMG turned to The Collective, its private online community of conscious consumers, to find out how these shoppers will allocate their holiday dollars. The firm has conducted conversations with hundreds of conscious consumers over the last month; preliminary findings include a few surprises:
For the past three years, BBMG, which specializes in creating and promoting sustainable brands, has studied the values and habits that drive U.S. consumers to purchase with a purpose. This growing consumer segment, which represents 30 percent of the U.S. population, is more likely to punish or reward companies with brand loyalty based on their social and environmental practices, and is more likely to share their opinions through a variety of social channels. These highly informed consumers are incredibly powerful boosters--or detractors--for brands big and small.
For more information, please visit http://www.bbmg.com.
For more information, please contact:
For more from this organization:BBMG