From cart to conscience
The deliberate shopper’s dilemmas
The data tells us even Eco-Actives, the most sustainably conscious of the eco-tribes, have concerns about price. This is not just an economic barrier; it's a significant obstacle on the path to sustainability that demands immediate attention.
So how should we think about such buying sensitivities? Our findings unearthed a couple of clear navigation beacons. The first is an area to focus: smaller households, particularly in Argentina, are outpacing their larger counterparts in eco-friendly practices. A hefty 35% of households comprising of just 1-2 people identify as Eco-Actives. This isn't merely an intriguing statistic; it's a reminder that smaller households, though they may not buy in quantities relative to larger households, are powerful drivers of eco-conscious behaviour, particularly when we recognise that Eco-Considerers make up a further 43% with this segment size.
Such numbers should challenge our thinking for the future. In markets like Argentina, where the undercurrents of this trend are strongest, this statistic has a tangible impact on everything from pack sizes to pricing strategies. Why? Because those smaller households are often less-impacted by cost pressures that come with larger families. This points to the possibility that smaller households, particularly those made up of young couples, may continue their sustainable practices as the household expands over time. And if the household remains small, as it would for retirees or empty nesters, sustainable purchasing is likely to become even stronger in better economic times.
Capitalizing on eco-opportunitiesCase Brazil E-commerce
We also spotted another opportunity. It seems those who prioritise the planet are not just casual shoppers; they're the epitome of the conscious consumer. This discerning group brings an intentional and purposeful approach to their shopping experience. This isn't just a characteristic to be noted; it's a significant clue for retailers and brands. It points to an action item that goes beyond mere acknowledgment — it demands strategic alteration of the shopping experience.
How? Simplify their journey. This is a group of listmakers. These consumers are not just picking items off the shelf; they're choosing a lifestyle, one where every product must align with their broader vision for the planet. Make it effortless for them. Whether it's bundling eco-friendly products for easy purchase or refining the user interface on e-commerce platforms, the directive is clear.
Consider even integrating smart appliances that can help these consumers make sustainable choices effortlessly. In other words, further facilitate the shopping experience for these purpose-driven consumers. This is not just about convenience; it's about creating an ecosystem that encourages and sustains conscious consumerism.
Here, we took another step to understand the impact of price. We introduced the household pressure groups that we capture across many of our markets on a regular basis. The households describe themselves as “comfortable”, “managing” and “struggling” and their spending tends to reflect these feelings.
As we can see, the polarisation story plays out once again. And we must recognise pricing is still front and centre as a potential barrier.
It’s also worth being mindful that purchase frequency has rebounded to pre-COVID-19 levels for the first time, marking a significant milestone in the return to a semblance of normalcy.
While the number of consumer channels remains stable from the previous recent periods, the increase in purchase frequency has led to a more fragmented buying landscape, characterised by smaller but more frequent shopping baskets. This heightened frequency offers increased touchpoints and engagement opportunities with shoppers, but also hints a residual consumer caution.
