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08 June 2021
How to engage the citizen shopper
Environmental & social issuesPurchase behaviour
The COVID-19 pandemic disrupted business as usual and the slowdown gave people time to realise that society is not living sustainably, and that this is having a negative impact on important aspects of our lives such as health and the environment. This realisation has prompted the rise of the citizen shopper, and marketers must understand how to engage them, says Heleana Blackwell, Senior CRM Planner, The&Partnership.
Why it matters
The pandemic has brought about a collective awareness of ‘shadow pandemics’, which has given rise to a new cohort: the citizen shopper. An important consideration for this cohort is whether a product or service is “good for me” and “good for society”.
The citizen shopper is an evolution of the conscious consumer. The citizen shopper considers sustainability issues, but from a more (hyper-) local perspective. This sustainability focuses on creating lifestyles that are less global and more local.
The citizen shopper has a different value system, focused on community, security, family and country. Marketers can connect with them by celebrating these things in a lighthearted, inclusive way.
Marketers need to do more to understand and reflect peoples’ everyday lives. By knowing and resonating with your customer’s values, marketers can provide more relevant communications.
Marketers should be mindful we’re in a K-shaped recovery, where some have been able to save money while others continue to face financial hardship. Companies should ensure that products and services are accessible to all, not just the fortunate few.
“When unpacking the story around a product or service, we could make clear what the brand is doing to be better for society – this is crucially where issues closer to home matter, whether it relates to fair wages for employees in the area, eco deliveries, supporting local community causes, or sourcing ingredients or parts sustainably” – Heleana Blackwell, The&Partnership.