Learn the 3 Types of Social-Issue Interested Consumer
More and more brands are engaging with social issues and attempting to leverage their platforms to educate and activate their employees and consumers. At the same time, we know that socially conscious consumers do not all act alike. In our research, we have found three types of consumers who are interested in a company’s social stance: activist, socially conscious and socially interested.
The activist consumer demands that companies correct practices, change approaches to social issues and address the work and any harms they may be doing in the community and they may not be an actual customer. The socially conscious consumer is interested in social issues and active on brand platforms. They make decisions solely based on how the products/services contribute to social issues of interest. The socially interested consumer cares about issues but wrestles with price and often chooses more economic routes.
