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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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Table of contents

  1. Scope and Themes

    • What you need to know
      • Definition
        • Data sources
          • Consumer survey data
            • Abbreviations
              • Terms
              • Executive Summary

                  • Commercial impacts on local living
                    • Local good purchases may increase as farmers markets become more prominent
                      • Figure 1: Number of farmers markets in the U.S., 1994-2012
                    • Small business struggles may encourage consumers to do more to help
                      • Figure 2: U.S. business firms with fewer than 20 employees, 2004-10
                    • Social impacts on local living
                      • Patriotic sentiments drive community involvement
                        • Figure 3: Feelings of patriotism in the U.S., 1994-2010
                      • Environmentalists more inclined to live local
                        • Figure 4: National Geographic U.S. “Greendex,” 2008-12
                      • Consumers look to local products as a way to improve health
                        • The consumer
                          • Interest in local foods drives local purchases, especially among women
                            • Figure 5: Tendencies to buy local foods, by gender, December 2012-January 2013
                          • Tendencies to purchase local goods decrease as effort required increases
                            • Figure 6: Methods of purchasing local goods, December 2012-January 2013
                          • Attending community restaurants the most popular local activity
                            • Figure 7: Participation in local activities, December 2012-January 2013
                          • Most buy local to support the local economy, young more focused on standing out
                            • Figure 8: Reasons for buying local goods, all vs. 18-24s, January 2013
                          • In addition to helping the economy, local events offer opportunities for socialization
                            • Figure 9: Reasons for participating in local activities, December 2012-January 2013
                          • Most want lower prices, but local variety and easier access are important too
                            • Figure 10: Factors that would encourage more involvement in the local community, December-January 2013
                          • Consumers value community pride, but young also want personal gain
                            • Figure 11: Opinions about local goods, services, and activities, All vs. 18-24s, December 2012-January 2013
                          • What we think
                          • Issues in the Market

                              • What motivates consumers to live local?
                                • Are local enthusiasts in search of status?
                                  • What are the costs of living local?
                                  • Insights and Opportunities

                                    • More local good trucks
                                      • Figure 12: Consumer awareness and usage of mobile food trucks, October 2012
                                    • Partnerships between local good vendors and grocery stores
                                    • Trend Application

                                        • Inspire trend: Access All Areas
                                          • Inspire trend: Moral Brands
                                            • Mintel Futures: Human
                                            • Commercial Influences on Living Local

                                              • Key points
                                                • Growth in U.S. farmers markets making it easier to find local goods
                                                  • Figure 13: Number of farmers markets in the U.S., 1994-2012
                                                • Small business incidence impacts local shopping
                                                  • Figure 14: U.S. business firms with fewer than 20 employees, 2004-10
                                              • Social and Attitudinal Influences on Living Local

                                                • Key points
                                                  • Increasing patriotism may drive support for local businesses
                                                    • Figure 15: Feelings of patriotism in the U.S., 1994-2010
                                                  • Environmental consciousness contributes to local living habits
                                                    • Figure 16: National Geographic U.S. “Greendex,” 2008-12
                                                  • Focus on healthy living promotes local food consumption
                                                    • Let’s Move! Campaign
                                                      • Healthy Eating Active Living Cities Campaign
                                                      • Innovations and Innovators

                                                        • Overview
                                                          • Affordable housing project gives residents role in local sustainable living
                                                              • Figure 17: Via Verde resident vegetable garden, March 2013
                                                            • Technology making it easier to find and purchase local goods
                                                              • Farmigo takes farmers markets online
                                                                • Figure 18: Farmigo Food Communities, March 2013
                                                              • Mobile apps guide consumers to the nearest local produce
                                                              • Marketing Strategies and Initiatives

                                                                • Overview
                                                                  • Small Business Saturday encourages consumers to shop locally
                                                                    • American Express
                                                                      • Figure 19: American Express Small Business Saturday iAd campaign, November 2012
                                                                    • FedEx
                                                                      • Figure 20: FedEx Small Business Saturday Facebook discount promotion, November 2012
                                                                    • Twitter
                                                                      • Figure 21: Twitter Small Business Saturday “Shop Small” promotion, November 2012
                                                                    • Chain restaurants, stores promote making a local impact
                                                                      • Jersey Mike’s Subs
                                                                        • Figure 22: Jersey Mike’s Day of Giving promotion, March 2013
                                                                      • Target
                                                                        • Figure 23: Target REDcard “Take Charge of Education” campaign promotion, March 2013
                                                                      • Restaurants promoting their use of local food
                                                                        • Five Guys
                                                                          • Figure 24: Five Guys local potato signage, December 2012
                                                                        • Uncommon Ground
                                                                          • Figure 25: Uncommon Ground organic rooftop farm, March 2013
                                                                      • Tendencies to Buy Local Goods

                                                                        • Key points
                                                                          • Most consumers interested in buying local goods
                                                                              • Figure 26: Tendencies to buy local goods, December 2012-January 2013
                                                                            • Women more likely than men to buy all types of local goods
                                                                              • Figure 27: Incidence of buying local goods “whenever I can”, by gender, December 2012-January 2013
                                                                            • Local alcohol presents opportunities among young adults
                                                                                • Figure 28: Incidence of buying local goods “whenever I can”, by age, December 2012-January 2013
                                                                              • Social networks an ideal tool to encourage local purchasing
                                                                                • Figure 29: Websites visited at least once a day, by incidence of buying local goods “whenever I can”, December 2012-January 2013
                                                                            • Methods of Purchasing Local Goods

                                                                              • Key points
                                                                                • Consumers may not want to go out of their way to purchase local goods
                                                                                  • Figure 30: Likelihood of using various ways of purchasing local goods, December 2012-January 2013
                                                                                • Younger shoppers more drawn to online orders, food co-ops
                                                                                    • Figure 31: Likelihood of using various ways of purchasing local goods, by age, December 2012-January 2013
                                                                                • Participation in Local Activities

                                                                                  • Key points
                                                                                    • Community restaurants the most popular local venues
                                                                                        • Figure 32: Participation in local activities, December 2012-January 2013
                                                                                      • More parents drawn to community retail shops, attractions
                                                                                          • Figure 33: Participation in local activities, by presence of children in household, December 2012-January 2013
                                                                                        • Opportunity exists to encourage more local volunteering
                                                                                          • Figure 34: Willingness to volunteer for a good cause, by gender and age, August 2011-12
                                                                                      • Reasons for Buying Local Goods

                                                                                        • Key points
                                                                                          • More than seven in 10 buying local goods for economic reasons
                                                                                            • Figure 35: Reasons for buying local goods, December 2012-January 2013
                                                                                            • Figure 36: Source of small business customers and economic impacts on small business, Sept. 9 – Oct. 7, 2012
                                                                                            • Figure 37: Small business owners’ views on big business, Sept. 9-Oct. 7, 2012
                                                                                          • Buying local goods gives young consumers a chance to stand out
                                                                                            • Figure 38: Reasons for buying local goods, by age, December 2012-January 2013
                                                                                            • Figure 39: Perceptions of generational uniqueness, by generation, February 2010
                                                                                        • Reasons for Participating in Local Activities

                                                                                          • Key points
                                                                                            • Opportunity exists in the social aspects of local activities…
                                                                                              • Figure 40: Reasons for participating in local activities, December 2012-January 2013
                                                                                            • …but older generations still want to give back
                                                                                              • Figure 41: Reasons for participating in local activities, by generation, December 2012-January 2013
                                                                                              • Figure 42: Median years in current residence, by age, 2009
                                                                                          • Factors Encouraging More Local Involvement

                                                                                            • Key points
                                                                                              • Most consumers want lower prices, but they may not be critical
                                                                                                • Figure 43: Factors that would encourage more involvement in the local community, December 2012-January 2013
                                                                                                • Figure 44: Opinions about price and shopping at local stores vs. national chains, August 2011-August 2012
                                                                                              • Younger generations need time to devote to local activities
                                                                                                • Figure 45: Factors that would encourage more involvement in the local community, by generation, December 2012-January 2013
                                                                                            • Opinions About Living Local

                                                                                              • Key points
                                                                                                • Most consumers value community pride
                                                                                                  • Figure 46: Opinions about local goods, services, and activities, December 2012-January 2013
                                                                                                  • Figure 47: Brand involvement in local communities, by age, January 2013
                                                                                                • To women, local shopping means access to more, different products
                                                                                                  • Figure 48: Opinions about local goods, services, and activities, by gender, December 2012-January 2013
                                                                                                • More young consumers find personal satisfaction in shopping locally
                                                                                                  • Figure 49: Opinions about local goods, services, and activities, by age, December 2012-January 2013
                                                                                              • Impact of Race and Hispanic Origin

                                                                                                • Key points
                                                                                                  • Blacks more intent on finding local goods everywhere
                                                                                                    • Figure 50: Likelihood of using various ways of purchasing local goods, by race/Hispanic origin, December 2012-January 2013
                                                                                                  • Health factors motivating more blacks, Hispanics to live local
                                                                                                    • Figure 51: Reasons for participating in local activities, by race/Hispanic origin, December 2012-January 2013
                                                                                                  • More blacks looking to make a difference through local involvement
                                                                                                    • Figure 52: Factors that would encourage more involvement in the local community, by race/Hispanic origin, December 2012-January 2013
                                                                                                    • Figure 53: U.S. poverty rate, by race/Hispanic origin, 2011
                                                                                                  • More Hispanics want to know what local shopping will do for them
                                                                                                    • Figure 54: Opinions about local goods, services, and activities, by race/Hispanic origin, December 2012-January 2013
                                                                                                • Appendix – Categorizing Local Shoppers, Activists

                                                                                                  • Segmentation categories and overview
                                                                                                    • Local Shoppers
                                                                                                        • Figure 55: Profile of local shopper segments, by key demographics, December 2012-January 2013
                                                                                                      • Local Activists
                                                                                                          • Figure 56: Profile of local activist segments, by key demographics, December 2012-January 2013
                                                                                                      • Appendix – Greens and Local Living

                                                                                                        • Overview
                                                                                                          • Green consumers tend to live locally
                                                                                                              • Figure 57: Tendencies to buy local goods, by green consumer segments, December 2012-January 2013
                                                                                                              • Figure 58: Likelihood of using various ways of purchasing local goods, by green consumer segments, December 2012-January 2013
                                                                                                              • Figure 59: Participation in local activities, by green consumer segments, December 2012-January 2013
                                                                                                              • Figure 60: Reasons for buying local goods, by green consumer segments, December 2012-January 2013
                                                                                                              • Figure 61: Reasons for participating in local activities, by green consumer segments, December 2012-January 2013
                                                                                                              • Figure 62: Factors that would encourage more involvement in the local community, by green consumer segments, December 2012-January 2013
                                                                                                              • Figure 63: Opinions about local goods, services, and activities, by green consumer segments, December 2012-January 2013
                                                                                                          • Appendix – Other Useful Consumer Tables

                                                                                                            • Tendencies to buy local goods
                                                                                                              • Figure 64: Tendencies to buy local goods, by gender and age, December 2012-January 2013
                                                                                                              • Figure 65: Tendencies to buy local goods, by race/Hispanic origin, December 2012-January 2013
                                                                                                              • Figure 66: Tendencies to buy local goods, by presence of children in household, December 2012-January 2013
                                                                                                            • Methods of purchasing local goods
                                                                                                              • Figure 67: Likelihood of using various ways of purchasing local goods, by gender, December 2012-January 2013
                                                                                                              • Figure 68: Likelihood of using various ways of purchasing local goods, by household size, December 2012-January 2013
                                                                                                              • Figure 69: Likelihood of using various ways of purchasing local goods, by presence of children in household, December 2012-January 2013
                                                                                                              • Figure 70: Likelihood of using various ways of purchasing local goods, by region, December 2012-January 2013
                                                                                                              • Figure 71: Likelihood of using various ways of purchasing local goods, by generation, December 2012-January 2013
                                                                                                            • Participation in local activities
                                                                                                              • Figure 72: Participation in local activities, by age, January 2013
                                                                                                              • Figure 73: Participation in local activities, by race/Hispanic origin, December 2012-January 2013
                                                                                                              • Figure 74: Participation in local activities, by marital/relationship status, December 2012-January 2013
                                                                                                              • Figure 75: Participation in local activities, by generation, December 2012-January 2013
                                                                                                            • Reasons for buying local goods
                                                                                                              • Figure 76: Reasons for buying local goods, by household income, December 2012-January 2013
                                                                                                              • Figure 77: Reasons for buying local goods, by race/Hispanic origin, December 2012-January 2013
                                                                                                              • Figure 78: Reasons for buying local goods, by marital/relationship status, December 2012-January 2013
                                                                                                            • Reasons for participating in local activities
                                                                                                              • Figure 79: Reasons for participating in local activities, by age, December 2012-January 2013
                                                                                                              • Figure 80: Reasons for participating in local activities, by presence of children in household, December 2012-January 2013
                                                                                                              • Figure 81: Reasons for participating in local activities, by region, December 2012-January 2013
                                                                                                            • Factors encouraging more local involvement
                                                                                                              • Figure 82: Factors that would encourage more involvement in the local community, by gender and age, December 2012-January 2013
                                                                                                              • Figure 83: Factors that would encourage more involvement in the local community, by presence of children in household, December 2012-January 2013
                                                                                                            • Opinions about living local
                                                                                                              • Figure 84: Opinions about local goods, services, and activities, by presence of children in household, December 2012-January 2013
                                                                                                              • Figure 85: Opinions about local goods, services, and activities, by region, December 2012-January 2013
                                                                                                          • Appendix – Trade Associations

                                                                                                            Companies Covered

                                                                                                            • American Express Company (The)
                                                                                                            • Facebook, Inc.
                                                                                                            • FedEx Corporation
                                                                                                            • Organic Alliance
                                                                                                            • Twitter, Inc.

                                                                                                            Living Local - US - April 2013

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