Consumers in 2019 are well-informed, and sustainability and social responsibility in all forms have climbed to the top of the modern consumer agenda, forcing brands and retailers to exercise responsibility through the entire value chain. Running your retail business responsibly and with transparency is no longer a choice, but a requirement.

Activism is not only about sustainability and social responsibility when it comes to manufacturing, it is also about taking a stance on societal and political issues and being transparent on propositions with consumers. We have had a closer look at global consumers’ attitudes and behaviors regarding activism in The Global Consumer Report 2019 where we have unraveled 14 international markets. We found, that 81% of consumers feel it is important that retailers and brands employ social responsibility initiatives, and 84% also feel it is important that brands and retailers care about sustainability and offer services like recycling and re-use. The latter is important for 87% of Baby Boomers and Seniors with both Millennials and Generation X following closely with 82% and 84% respectively.

Consumer attitudes towards responsibility

How important is it to you that retailers and brands employ social responsibility initiatives, e.g. good conditions for workers and donations to charities?

Answer: Important + very important

How important is it to you that brands and retailers care about sustainability and offer services like recycling, re-use etc. and in general take care of the environment? (very important + important)

Answer: Important + very important

Thus, social responsibility and sustainability are important issues across all age groups, and retailers and brands who fail to input these pillars into their business model will suffer at the hands of consumers.

Hungry for more?

Find out more about Activism and gain insight into global consumer attitudes and behaviors in 14 select markets regarding sharing economy, as just one example, in The Global Consumer Report 2019 or discover best practice cases in Global Retail Trends & Innovations 2019