While value-driven consumers have been receiving a lot of attention in recent years, Amazon Advertising, part of Publicis Worldwide, has defined a new group of progressive consumers driven by their personal values.
Eco-friendly, tech-savvy and willing to upgrade and talk about why, the "Choicefuls," representing 21 percent of the population, are "enthusiastically making choices that are 'better-for-me' and 'better-for-the-planet' ... and in doing so, they're significantly happier with their lives."
As a result of the study, Amazon Advertising identified six key conclusions that set the Choicefuls apart:
1) Lifestyle-Driven Purchases: Choicefuls are 77 percent more likely to go out of their way to buy brands that share their personal values, and 89 percent more likely to conduct extensive research before buying.
2) An "It's Worth It" Mindset: With a value-driven lifestyle, Choicefuls are 51 percent more likely to believe that healthy living may cost more, but the results are worth it. They're 10 times more likely to prioritize exercise in their lives even if that means rearranging their daily schedule to make it happen.
3) Happier: Because they're living their values, they don't feel they're making compromises and are happier and more satisfied with life compared to the rest of the population. They are 92 percent happier with their current weight, 43 percent happier with their work/life balance, and 30 percent happier with their professional success.
4) Pet Food/Household Products Earn Value: Their proactive, healthy lifestyle extends beyond their own food and fitness choices. Choicefuls are 80 percent more likely to feed their pets in line with their own diet and lifestyle. They're also 36 percent more likely to pay more for household products that are earth-friendly, biodegradable and phosphate free.
5) Forward-Thinking/Experimental: Choicefuls are two times more likely to enjoy experimenting with the latest healthy food fads and flavors. They're also more open to emerging technologies. For example, they are 32 percent more likely to use mobile banking apps once or twice a week.
6) Great Connectors: Choicefuls are 50 percent more likely to regularly comment online, write online reviews, or blog about their lives or a topic that interests them. They're also three times more likely to say that people often ask their advice when it comes to making healthy lifestyle choices.
"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."
Do you see values-based purchasers becoming more or less important over the next decade?