Consumers care about ethics, convenience

New Ideas in MarketingEssential news for marketers, summarised by YouGov
June 24, 2021, 2:37 AM UTC

Businesses must expect consumer habits to change as unpredictability is driving demand.

Google’s 2021 shopping gifts guide has highlighted some trends marketers must be aware of. Purchases aren’t being powered solely by convenience anymore as customers are buying products after feeling “inspired” to do so.

This is apparent with 70% consumers reporting purchasing from a brand after seeing a YouTube video. But convenience retained its importance amid the pandemic as global searches for “curbside pickup”, “along my route” and more grew.

Consumers also reported discovering new brands amid the pandemic. The guide also indicates that shoppers are letting their values guide who they purchase from. In 2020, searches for “ethical brands” and “ethical online shopping” went up 300% and 600% respectively.

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