2022
9
Evolving Role of US Activism Market Report 2022
2022-12-07T03:09:43+00:00
OX1099959
3695
158257
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Report
en_GB
"As the role of social activism in society today continues to evolve, brands must remain informed on who Socially Active consumers are, what causes they support and what they expect…

Evolving Role of US Activism Market Report 2022

£ 3,695 (Excl.Tax)

Description

This report provides comprehensive and current information and analysis of the activism market including activism market size, anticipated market forecast, relevant market segmentation, and industry trends for the impact of activism on markets in the US.

Current market landscape

Two thirds of consumers qualify for Mintel’s custom consumer segment of Socially Active consumers. These consumers support at least one social cause and have participated in at least one advocacy action in the past year. Socially Active consumers also have higher expectations for brands to be agents of social change by authentically and genuinely supporting important social causes.

Market share and key industry trends

  • 82% of Socially Actives support one or more left-leaning causes and 63% support one or more right-leaning causes. This demonstrates the way in which the Socially Active segment includes Americans from both sides of the political aisle. It also indicates the nuance of social/political issues and suggests that consumers are not as divided down the political aisle as the media and politicians often make it seem.
  • 61% of the Socially Active segment believe that brands’ acts of social advocacy or activism helps make a difference. This suggests that Socially Active consumers view brands as a partner – or at least a necessary agent – in their mission for social change. However, Socially Active consumers also have higher expectations for authentic and genuine advocacy from brands. More than half believe brands should be required to disclose their political donations and lobbying efforts, and that it’s hypocritical for a brand committed to DEI initiatives to not take a public stance on social and political issues. Brands must clearly communicate the actionable goals of their social advocacy efforts and demonstrate the incremental impact their efforts have. Socially Active consumers also look to brands to help facilitate their own efficient and impactful personal advocacy.

Future market trends in activism

As corporate social responsibility initiatives and ethical brand practices increasingly become table stakes for many consumers, socially active brands must find ways to stand out from competitors and earn the trust of skeptical consumers. Brands need to clearly communicate the goals of their advocacy initiatives, demonstrate the authenticity and actionability of their efforts and help facilitate Socially Active consumers’ own personal advocacy.

Read on to discover more about the role of activism consumer market, read our US The New Activist: Incl Impact of COVID-19 Market Report 2020, or take a look at our other Culture and Identity research reports.

Quickly understand

  • The share and demographic makeup of Socially Active consumers compared to the general population.
  • Socially Active consumers’ outlook on advocacy and activism, and their expectations for involvement by brands.
  • The social causes Socially Active consumers are dedicated to, and the current actions they take to support these initiatives.

Covered in this report

Brands include: Hummel, Talenti, The Body Shop, Sony Music Group.

Expert analysis from a specialist in the field

This report, written by Lisa Dubina, a leading analyst in the Culture and Identity sector, delivers in-depth commentary and analysis to highlight current trends and add expert context to the numbers.

As the role of social activism in society today continues to evolve, brands must remain informed on who Socially Active consumers are, what causes they support and what they expect from socially active brands. Making up 66% of the population, Socially Active consumers already involve brands in their social advocacy efforts. The Socially Active segment has high standards for authentic and genuine support by brands of social causes, and they look to the brands they buy to help provide more efficient and effective ways to support the causes and issues important to them.

Lisa Dubina, Senior Culture and Identity Analyst
Lisa Dubina
Associate Director, Culture and Identity

Table of Contents

  1. 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

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