Shoppers are backing their beliefs with their wallets as new research reveals how the majority of consumers’ shopping habits are influenced by their want to drive positive change.
Research commissioned by Ben & Jerry’s reveals four in five of those surveyed said that they prefer to support brands that engage in social good. So much so, that a quarter of Australians admitted to boycotting a brand due to its unethical or unsustainable actions in the last year alone.
Australians are also becoming increasingly aware of their personal role in fostering global change, with 69% of people believing that their individual actions and choices play a crucial part in creating necessary change.
Among the most popular ways Australians have done indirect good for the planet via their shopping habits include:
- Using more sustainable everyday items (68%)
- Made an effort to buy more environmentally friendly items (55%)
- Participating in the circular economy (53%)
- Giving/donating to charity (47%)
- Chosen to shop local (46%).
The research was commissioned by Ben & Jerry’s as part of its ‘Make Some Motherchunkin’ Change’, a campaign designed to inspire and empower Aussies to embrace their inner activist, putting their voice, talents, resources and passions to action.
“As a brand who has been committed to driving activism and advocacy for decades, it’s great to see the efforts that Australians are already going to in making positive change through their everyday purchasing habits,” said Sean Farrell, AU Country Business Lead at Ben & Jerry’s.
“However, some have told us that they’re not sure where to start or how to get involved. This is what our ‘Make a Motherchunkin Change’ is all about – inspiring and encouraging people to just go out and do it!
“There’s never been a better time to make your voice heard or to put your passions into action, as every action, no matter how small, can lead to big change,” said Mr Farrell.