The increasing diversity of the US population is reshaping culture and consumerism, requiring brands to understand and align with evolving social values to stay relevant.
The increasing diversity of the US population is reshaping culture and consumerism, requiring brands to understand and align with evolving social values to stay relevant. As social and political issues become more personal and identity-based, consumers are eager to advocate for the causes and values they support. Mintel’s Conscious Consumer segment not only pays attention to brands’ values and social mission, but also strives to put their money towards companies that align with their own personal beliefs.
Young and multicultural shoppers are spearheading the trend of aligning purchasing habits with social and political values. Consumer skepticism about the authenticity of and motivations behind cause marketing remains prevalent. To overcome doubts, brands must demonstrate unwavering commitment to their ethical purpose and values. Ultimately, authentic advocacy, transparency and consistency are critical for brands to establish a purpose-driven reputation that consumers trust and seek to support.
The US population’s increasing diversity is reshaping culture and consumerism, requiring brands to align with evolving social values to stay relevant.
Lisa Dubina, Associate Director, Culture & Identity
For the purposes of this Report, “multicultural” refers to adults who identify as Asian/Pacific Islander, Black, Hispanic, or who indicate an unspecified racial or ethnic group or mixed race (denoted as “Mixed race or ethnicity”). White consumers and LGBTQ+ consumers are also included in the research.
“Conscious Consumers” are respondents who both pay attention to brands’ social mission, and strive to buy brands with similar morals/values.
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