In 2022, approximately 44 percent of consumers around the world were considered "purpose-driven consumers", which is an increase compared to two years earlier. Purpose-driven shoppers choose brands and products based on how well they line up with their own values. They are more likely and willing to alter their shopping behavior in order to live more sustainably and reduce their impact on the environment. In contrast, the share of value-driven consumers, who are more focused on product value and convenience, has decreased since 2020.
Leading values that drive consumer behavior around the world in 2020 compared to 2022
Characteristic
2020
2022
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* The source adds the following information regarding consumer types:
"Purpose-driven consumers:
seek products and brands that align with their values and
provide health and wellness benefits. They are willing to
change their shopping habits to reduce environmental
impact and they care about sustainability and recycling. Value-driven consumers:
want value, convenience, and products and services that
will simplify their lives. They are less inclined to switch
habits to reduce negative environmental impact. Brand-driven consumers:
trust brands and prioritize the brand when making
purchasing decisions. Compared to other groups, they have
the highest average income, and they love staying on top of
new trends. Product-driven consumers:
are focused primarily on product functionality and value for
price. They are not tied to any brand or product attribute and
are the least engaged shoppers."
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National Retail Federation. (January 13, 2022). Leading values that drive consumer behavior around the world in 2020 compared to 2022 [Graph]. In Statista. Retrieved August 24, 2024, from https://www.statista.com/statistics/1300899/types-of-consumers-worldwide/
National Retail Federation. "Leading values that drive consumer behavior around the world in 2020 compared to 2022." Chart. January 13, 2022. Statista. Accessed August 24, 2024. https://www.statista.com/statistics/1300899/types-of-consumers-worldwide/
National Retail Federation. (2022). Leading values that drive consumer behavior around the world in 2020 compared to 2022. Statista. Statista Inc.. Accessed: August 24, 2024. https://www.statista.com/statistics/1300899/types-of-consumers-worldwide/
National Retail Federation. "Leading Values That Drive Consumer Behavior around The World in 2020 Compared to 2022." Statista, Statista Inc., 13 Jan 2022, https://www.statista.com/statistics/1300899/types-of-consumers-worldwide/
National Retail Federation, Leading values that drive consumer behavior around the world in 2020 compared to 2022 Statista, https://www.statista.com/statistics/1300899/types-of-consumers-worldwide/ (last visited August 24, 2024)
Leading values that drive consumer behavior around the world in 2020 compared to 2022 [Graph], National Retail Federation, January 13, 2022. [Online]. Available: https://www.statista.com/statistics/1300899/types-of-consumers-worldwide/