CHICAGO: Progressive consumers who have a value-driven lifestyle make up a fifth of the US population are more likely than the average consumer to buy brands that share those values and to carry out extensive research before buying.

Amazon Advertising conducted a national study, sampling 1,294 respondents, aged 18 and over and identified a group it dubbed "The Choicefuls", who were considering whether their choices were good for themselves and for the planet.

"'The Choicefuls' represent a dynamic group of consumers in search of brands that mirror their values," said Liz Paul, Director of Strategy at Amazon Advertising.

"Whether it's feeding their pets an organic diet or making exercise a strong priority in their lives, this group is constantly making purposeful choices," she added.

The survey found that this group was 77% more likely to go out of their way to buy brands that shared their personal values and 88% more likely to conduct thorough pre-purchase research.

Their preferred lifestyle also meant they were prepared to make sacrifices that others would avoid. So, for example, they are ten times more likely to prioritise exercise in their lives even if that means rearranging their daily schedule to make it happen.

A consequence of these views and behaviours is that Choicefuls consistently appeared happier and more satisfied with life. They are 92% happier with their weight than the rest of the population, 43% happier with their work/life balance and 42% happier with their sex life.

They were also more open to new experiences, whether that be food flavours and the latest health food fad or new digital services such as banking apps.

And in a social media era, they were good connectors, being 50% more likely to comment online regularly, write online reviews, or blog about their lives or a topic that interests them. They were also three times more likely to say that people asked their advice when it came to making healthy lifestyle choices.

Overall, Amazon Advertising said that "The Choicefuls" held an important stake in environmental, health and wellness, retail and technology industries.

The extent of their commitment to technology was perhaps best illustrated by the finding that they were 32% more likely than everyone else to give up their trousers ahead of their cellphone in the event of a robbery.

Data sourced from PR Newswire; additional content by Warc staff