American consumers are favouring brands with environmental, social initiatives this holiday season

New Ideas in MarketingEssential news for marketers, summarised by YouGov
November 23, 2020, 6:46 AM UTC

A cited Zeno survey revealed that consumers are four to six times more likely to “trust, buy, champion and protect” companies with a strong purpose.

The article shares that consumers are opting for more purpose-driven, practical gifts amid the holidays. 42% consumers plan on giving a more practical gift, with 44% of them being Gen Z and 56% being Baby Boomers, as per Sezzle.

Amid the pandemic, more consumers are purchasing from companies with purpose-driven products. Companies like Ben and Jerry’s saw their eat-at-home ice cream sales rise by 15% and 26% in Q1 and Q2 2020 respectively.

According to NPD, at-home living category is expected to surge 15% for US appliance and houseware categories. Veronica Katz, chief revenue officer at Sezzle notes that this practical gift-giving behaviour is being observed more among mature consumers.

Read the original article

[4 minute read]