Evolving Role of US Activism Consumer Report 2022

Overview

• What you need to know
• This Report looks at the following areas
• Definition
• Market context

Executive Summary

• Top takeaways
• Segment overview
  • Figure 1: Socially active consumers, 2022
• Opportunities and challenges
• More than half of Socially Active consumers prefer to distance themselves from “activism”
  • Figure 2: Outlook on activism, by Socially Active consumers, 2022
• • Figure 3: Outlook on activism – Among Socially Active consumers, by preference for “advocacy,” 2022
• Voting and petition signing are the most common advocacy actions taken by Socially Actives, however over 60% involve brands in their social efforts in some way
  • Figure 4: Actions taken to support causes, by Socially Active consumers, 2022
• • Figure 5: Actions taken to support causes – Among Socially Active consumers, 2022
• Socially Active consumers view brands as a partner in their mission for social change
  • Figure 6: Brands’ acts of advocacy and activism, by Socially Active consumers, 2022
• While Socially Active consumers expect brand advocacy, they also have higher standards for authentic and genuine action
  • Figure 7: Expectation for brands, by Socially Active consumers, 2022
• Young Socially Active consumers also expect brands to help facilitate their own personal advocacy
  • Figure 8: Brand facilitation – Among Socially Active consumers, by generation, 2022

Target Audience: Socially Active Consumers by the Numbers

• Two thirds of consumers are Socially Active consumers
  • Figure 9: Socially Active consumers, 2022
• Socially Active consumers overindex as Millennials, parents, LGBTQ+ identifying and liberal leaning
  • Figure 10: Socially Active consumers – Demographics indexed to all Americans, 2022
• Socially Active consumers are significantly more likely to keep up with current events and feel they advocate for causes important to them
• • Figure 11: Personal engagement, by Socially Active consumers, 2022
• Young Socially Active consumers are more likely to be new to advocacy and interested in finding more ways to become involved
  • Figure 12: Personal engagement – Among Socially Active consumers, by generation, 2022
• Trend spotlight: Moral Brands
• Brand spotlight: Hummel staying dedicated to sustainability and brand ethics
• • Figure 13: Hummel release’s toned-down World Cup jersey in protest of Qatar, September 2022

The Socially Active Consumer – Fast Facts

Outlook on Advocacy and Activism

• More than half of Socially Active consumers prefer the label of “advocacy” rather than “activism”
  • Figure 14: Outlook on activism, by Socially Active consumers, 2022
• • Figure 15: Media portrayal and public perceptions of activism, by Socially Active consumers, 2022
• • Figure 16: Public perceptions of activism – Among Socially Active consumers, by preference for “advocacy,” 2022
• Socially Active Gen Zs have unique views and experiences of advocacy
• Gen Zs are less likely than other generations to prefer “advocacy” over “activism”
  • Figure 17: Outlook on activism – Among Socially Active consumers, by generation, 2022
• Activism/advocacy has both divided and expanded the social circles of many Gen Zs and Millennials
  • Figure 18: Impact on social circles – Among Socially Active consumers, by generation, 2022
• Socially Active Gen Zs are most likely to question the impact of their personal advocacy or activism
  • Figure 19: Impact of personal actions – Among Socially Active consumers, by generation, 2022
• Black Socially Active consumers have a more positive outlook on activism, but parents are more likely to view it negatively
  • Figure 20: Outlook on activism – Among Socially Active consumers, by ethnicity and Hispanic origin, and parental status, 2022
• Conservative Republicans and Liberal Democrats have opposing views of activism and demonstrations
  • Figure 21: Outlook on activism – Among Socially Active consumers, by political affiliation, 2022

Causes Socially Active Consumers Support

• Socially Active consumers are more likely to support traditionally left-leaning causes or issues
• • Figure 22: Supported causes or issues, by Socially Active consumer, 2022
• Traditionally marginalized demographic groups are more likely to support left-leaning causes
  • Figure 23: Supported causes or issues – Among Socially Active consumer, by gender, and by ethnicity and Hispanic origin, 2022
• Gen Z and LGBTQ+ Socially Active consumers are most likely to support reproductive and LGBTQ+ rights
• • Figure 24: Supported causes or issues – Among Socially Active consumer, by generation, by LGBTQ+ identity, 2022
• Four in 10 Socially Active consumers support 3-4 surveyed causes
  • Figure 25: Supported causes or issues – Repertoire analysis, by Socially Active consumers, 2022
• Consumer groups with more disposable time are likely to support more causes or issues
• • Figure 26: Supported causes or issues – Repertoire analysis – among Socially Active consumers, by gender, by parental status, by generation, 2022

Actions Socially Active Consumers Take

• Voting and signing a petition are the most common actions taken to support important causes or issues
  • Figure 27: Actions taken to support causes, by Socially Active consumers, 2022
• Younger Socially Active consumers are key drivers behind actions that involve social media, brands and hands-on participation
• • Figure 28: Actions taken to support causes – Among Socially Active consumers, by generation, 2022
• Parents and LGBTQ+ Socially Active consumers are more likely to involve brands in their actions of activism or advocacy
• • Figure 29: Actions taken to support causes – Among Socially Active consumers, by parental status, by LGBTQ+ identity, 2022
• Climate change, LGBTQ+ rights and racial justice are some of the causes most likely to involve brands
• • Figure 30: Actions taken to support causes – Among Socially Active consumers, by social causes supported, 2022

Socially Active Consumers’ Expectations for Brands

• Two thirds of Socially Active consumers believe brands’ acts of social advocacy or activism can help make a difference
  • Figure 31: Brands’ acts of advocacy and activism, by Socially Active consumers, 2022
• Millennials and Black Socially Active consumers are the most likely to feel brand actions make a difference
• • Figure 32: Brands’ acts of advocacy and activism – Among Socially Active consumers, by generation, and by ethnicity and Hispanic origin, 2022
• Political affiliation impacts Socially Active consumers’ outlook on brands’ advocacy
  • Figure 33: Brands’ acts of advocacy and activism – Among Socially Active consumers, by political affiliation, 2022
• Socially Active consumers believe it’s appropriate for brands to advocate for social issues when it’s driven by their employees or consumers
• • Figure 34: Brand involvement, by Socially Active consumers, 2022
• Socially Active consumers have higher standards of authentic advocacy and activism for brands
• • Figure 35: Expectation for brands, by Socially Active consumers, 2022
• Black and LGBTQ+ Socially Active consumers have higher expectations for brands that are committed to DEI initiatives
• • Figure 36: Expectation for brands – Among Socially Active consumers, by ethnicity and Hispanic origin, and by LGBTQ+ identity, 2022
• Younger Socially Active consumers are more likely to look to brands to help facilitate their own advocacy or activism
  • Figure 37: Brand facilitation – Among Socially Active consumers, by generation, 2022
• Spotlight on gun violence: four in 10 Socially Active consumers applaud CEOs’ open letter to Senate to reduce gun violence
• • Figure 38: CEOs’ letter to US Senate, by Socially Active consumers, 2022

Competitive Strategies and Market Opportunities

• Brand advocacy: capturing the intersection of Rights and Surroundings
• Foodservice delivery app offers users easy way to give back to natural disaster victims in Pakistan
• Talenti celebrates Black culinary talent
  • Figure 39: Talenti Gelato celebrates and supports the diverse voices and stories of the culinary world, 2022
• The Body Shop’s concept store combines products and activism
  • Figure 40: The Body Shop: “What kind of changemaker are you,” 2022
• Sony Music Group partners with Cape Town nonprofit Bridges for Music

Appendix – Data Sources and Abbreviations

• Data sources
• Consumer survey data
• Consumer qualitative research
• Abbreviations and terms
• Abbreviations