Leading types of consumers worldwide 2020-2022
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.
