Global Consumer Types: 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 International’s annual Consumer Types Series looks beyond standard demographics. We’ve profiled 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 you valuable insight on what consumers want and need, even distinguishing among those in the same demographic group.

Best ways to target the Empowered Activist

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 looking to target this consumer type should consider investing in partnerships and claims by well-known green and eco-conscious associations which may influence the Empowered Activist’s shopping decisions. Empowered Activists are also conscious of their image and place some importance on keeping up with the latest trends and often enjoy trying new products.

Though they do not make impulse purchases often, they do treat themselves as well as friends and family if they feel it is deserved. They are worried about global issues and take green labels, as well as eco-conscious claims, to heart.

For additional insights on each of our 10 global consumer types and how to influence their purchase decisions, download 2019 Survey Results Using Consumer Types to Understand the Path to Purchase.