Euromonitor Consumer Types: Understanding the Empowered Activist

Grouping consumers solely by demographics while 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’s eight global consumer types look beyond standard demographics and profile distinct personality-driven consumer types. Changes in attitudes and habits can be tracked through our Consumer Types Series year-on-year, giving valuable insight on what consumers want and need, even distinguishing among those in the same demographic group.

The Empowered Activist seeks high-quality products when making purchases. This includes products with green and eco-conscious claims although not necessarily well-known and premium products. Empowered Activists place a great deal of importance on value for money and are cautious on how much they spend. However, they are willing to pay more for products that they believe are of higher quality. Companies and brands who invest in partnerships and claims by well-known green and eco-conscious associations may influence the Empowered Activist’s shopping decisions.

Understanding the shopping habits and preferences of global consumer types allows companies, brands and retailers to target their core customers better. From initial shopping motivations to influences, channels used and the final purchase, these steps in the path to purchase provide valuable information on how to successfully target key audiences.

For additional insights on each of our eight consumer types and how to influence their purchase decisions, download Euromonitor International’s “2018 Survey Results: Using the Consumer Types to Understand the Path to Purchase” white paper.