Living Local - US - April 2013
“Local marketers have a challenge to simultaneously position local involvement as conducive to community and personal gain. While helping the local and wider economy and supporting patriotic sentiments are leading drivers of living local, participation in the local market are unlikely to be completely selfless. Whether focused on bettering their health or standing out among their peers, Americans who buy and act local are looking for some amount of self-improvement. Those who can meet both their personal and altruistic goals through community activism are likely to give it more value, and as such be willing to pay more of the associated costs.”
– Gretchen Grabowski, Travel & Leisure Analyst
Some questions answered in this report include:
- What motivates consumers to live local?
- Are local enthusiasts in search of status?
- What are the costs of living local?
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