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Poverty, the environment and human rights are the biggest problems for consumers

Studies show that pandemics have made Australians more socially responsible. Taroma’s annual Consumer Global Barometer Survey shows growing Australian interest in poverty, human rights and environmental issues.

More than half (55%) of Australians cite environmental issues as important issues, followed by poverty (48%), human rights (46%), equality and diversity (40%).

Pandemics raise awareness of social issues

The pandemic has a strong influence on these sentiments, with 46% of Australians more concerned about poverty and 40% more concerned about the environment than before the pandemic. In addition, 39% are more interested in human rights than they were before the pandemic, and a quarter (27%) are more interested in equality and diversity, including issues related to race, gender and sexuality.

Other values ​​are also affected by the pandemic, and Australians are now interested in health and wellness (51%), honesty and credibility (34%), and community support (41%).

Do the right thing

Australians aren’t just talking. They are keen to take action to support their personal values. More than half (59%) say they are keenly concerned about the environmental impact of their behavior, and 57% say it is important to pay time and attention to consumer decision-making.

In addition, there are strong emotional rewards for doing the right thing, 62% report satisfaction when making socially responsible choices, and 63% feel emotional by making positive and responsible choices. It states that it can bring personal comfort.

Not surprisingly, 45% of Australians want to be constantly informed about the value and ethics of the brand they buy. 56% of respondents favor brands that match their values, and 41% avoid brands that don’t.

“The pandemic had an extraordinary impact on Australians. Overcoming the once-in-a-century health crisis forced us to reassess what is important. Australians are now on the environment, There is growing concern about poverty and human rights issues, and social awareness is much higher, “said Sej Patel of the country. Director, Toluna, Australia, New Zealand.

Shopping habits

When buying household goods, products, services and technology, half of Australians (51%) are wondering if the brand they buy supports ethical issues that are important to them. In addition, the same number (51%) of respondents said they would switch to a brand that actively supports issues that are important to them. Only 12% of respondents said they wouldn’t switch brands for this reason, and the remaining 37% said they weren’t sure.

Taking into account specific product categories, 43% of respondents said they would like to increase the number of restaurants that support ethical issues, followed by energy suppliers (43%) and household cleaning brands (38%). Continued. Other areas where consumers want brands that actively support ethical issues include banks (33%), technology and electronics brands (36%), personal hygiene (34%), and beauty (32%). It is included.

Especially when looking at values, 63% of consumers say it is important for brands to have strong environmental value, and the majority say that brands are poor (57%), equality and diversity (58%). ), And human rights (62%).

Address the problem

Since environmental issues are of paramount concern, some of the biggest actions consumers are taking to support their values ​​are eco-led, 72% working on recycling and 73% food. We are doing what we can to reduce waste. More than half (57%) of respondents reported selling, reusing or donating unwanted clothing, and 44% said they were striving to use sustainable products around their homes. I am.

Other actions Australians are taking to support issues that are important to them are:

  • Charity and nonprofit support – 36%
  • Purchases from socially responsible brands and retailers – 34%
  • 27% purchase of fair trade or ethically procured items
  • Use of Sustainable Transport Mode – 22%
  • Use of Renewable Energy Charges – 20%
  • Donations to food banks – 20%
  • Volunteer – 20%

In terms of responsibility, most respondents (67%) are responsible for government and local governments to drive changes that support key social and ethical issues such as environmental issues, poverty, human rights, equality and diversity. I think it is. But they also believe that in addition to brands (56%) and retailers (54%), consumers (65%) are responsible for driving change.

The importance of social media

Being active on social media and communicating your brand’s values ​​is more important than ever for your brand. Two-thirds (64%) of respondents consider themselves to be active social media users, and 38% say they have logged in more often in the past few months.

When it comes to brand engagement, 66% of Australians believe that social media can help them better understand their brand, and 60% say they discover or rediscover their brand through social media. Social platforms are where 62% of consumers learn about the brand’s commitment to ethical issues and 54% communicate directly with the brand.

The majority of respondents (65) want to keep track of how brands use social media to support ethical issues and drive their goals.

“Brands and retailers are now dealing with consumers that are significantly different than they were 18 months ago. Australians are now shopping more consciously and investigating where brands stand on ethical issues. Now, more than ever, brands are more than ever actively looking for this information, especially in the social media where consumers represent, ethical and social. We need to tell you how we support the problem, “Patel concludes.

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Poverty, the environment and human rights are the biggest problems for consumers

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