Companies like Patagonia, REI, KEEN, and others who have taken positions on social, environmental, and political issues might be poised to see more shoppers who align with their stances, according to a new survey by The NPD Group.
The “Holiday Purchase Intentions Survey” also found that while all U.S. consumers are paying attention to politics, the Generation Z consumers born after 1997 are particularly sensitive to brands' stance on social and environmental issues.
“In this mid-term election year, political polarization and activism is on the rise in this country, and it’s bleeding into the upcoming holiday season, especially among younger consumers,” said Marshal Cohen, chief industry advisor, The NPD Group. “While many might disregard the social and environmental views of younger consumers, they do so at their peril. After all, the oldest Gen Z consumers are just now entering the workforce—and the purchasing power of this generation will increase significantly in the years ahead.”
- 52 percent of consumers said a brand's position on social and environmental issues matters; 47 percent said general political issues play a role in their purchases
- 55 percent of Millennials (born between 1981 and 1996) said those issues matter; 47 percent said general political issues play a role in their purchases
- 65 percent of Generation Z consumers said those issues matter; 48 percent said general political issues play a role in their purchases
- The findings are based on 3,605 completed surveys