2020 Global Consumer Types: Who Is the Empowered Activist?

Characteristics of the empowered activist

Best ways to target the Empowered Activist

• Easy to understand and clear labelling with emphasis on green, sustainability and eco-conscious features
• Competitively priced products
• Rewards or loyalty programs and discounts on regularly purchased brands and products
• Aligning company and brand engagement to global issues through clear sustainability and welfare strategies and charitable platforms

Impact of Coronavirus (COVID-19) on the Empowered Activist

The Empowered Activist highly values community issues, which are likely to take precedent in the wake of COVID-19. They will place more emphasis on shopping locally and supporting local businesses, as well as continuing to make eco-friendly and sustainable purchases.

They are also highly likely to be involved in charity work and helping aid organisations to support those who have been impacted by COVID-19. Experiences remain an important part of the Empowered Activists’ lifestyles and they are likely to continue investing in these even if they must move to online platforms and formats.

Why segment consumers by type?

Grouping consumers solely by demographics when looking at their buying behaviour and purchase decision-making can give a skewed view of their daily habits and long-term lifestyle choices. Instead, Euromonitor International’s annual Consumer Types analysis looks beyond standard demographics and profiles distinct personality-driven consumer types at both the global and country level.

Changes in attitudes and habits can be tracked through our Consumer Types Series year-on-year, giving valuable insight into what consumers want and need, even distinguishing among those in the same demographic group.

To find out more on our 2020 global Consumer Types, download our free white paper here.