NATIONAL REPORT — Research from EthniFacts, a provider of cross-cultural knowledge and insight, shows that today’s consumers are more motivated by social issues and are looking forward to seeing companies and brands support social issues that are important to them. You are more likely to buy if you have one.
This sentiment declined during the coronavirus pandemic, but is now on the rise again. His fall 2022 PICAT (Personality and Intercultural Affinity) study from EthniFacts found that people of all ages are more likely to purchase products from companies that support social issues that are important to them. I understand. Gen Zers, ages 16-24, are the most likely to make purchases based on social issues.
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PICAT is a biannual national survey of American consumers that measures attitudes and behaviors from a cultural perspective and their impact on consumption. PICAT aims to understand cross-cultural attitudes and behaviors, uncover insights into consumer behavior, and find common ground across diverse communities in today’s disharmonious marketplace.
Support for social issues varies by generation.
- Gen Z prioritizes issues of racial/ethnic equality, BLM (Black Lives Matter), LGBTQIA+, and women’s equality.
- Millennials, ages 25 to 39, are prioritizing issues such as racial and ethnic equality, protecting the environment, and uniting Americans and women in equality.
- Gen
- Baby boomers over 60 are prioritizing issues such as supporting America, supporting veterans, and upholding Christian values.
Race and ethnicity also influence support for social issues. For example, the latest PICAT survey found that Hispanics are most concerned about companies paying workers a living wage, non-Hispanic blacks are most concerned about racial and ethnic equity, and non-Hispanic Asians are most concerned about racial and ethnic equality. The group is said to be most concerned with environmental protection.
But there is one issue that unites all ages, all races, and ethnicities. It’s about fair treatment of employees. Companies paying their workers a living wage motivates Americans to shop more than any other social issue.