Australians are backing their beliefs with their wallets as new research reveals how the majority of consumers’ shopping habits are influenced by their want to drive positive change.
The research was commissioned by Ben & Jerry’s as part of its ‘Make Some Motherchunkin’ Change’, a campaign designed to inspire and empower Australians to embrace their inner activist, putting their voice, talents, resources and passions to action.
Four in five (81%) of those surveyed said that they prefer to support brands that engage in social good. So much so, that one-quarter (25%) of Australians admitted to boycotting a brand due to its unethical or unsustainable actions in the last year alone.
Australians are also becoming increasingly aware of their personal role in fostering global change, with more than two-thirds (69%) of people believing that their individual actions and choices play a crucial part in creating necessary change.
Over the 12 months, around half of Australians have embraced the circular economy (53%) choosing to purchase or donate secondhand goods to op shops, made an effort to buy more environmentally friendly items (55%) or chosen to shop local (46%) in an effort to reduce emissions and support local businesses.
Ben & Jerry’s Australia country business lead, Sean Farrell said, “As a brand who has been committed to driving activism and advocacy for decades, it’s great to see the efforts that Australians are already going to in making positive change through their everyday purchasing habits.
“However, some have told us that they’re not sure where to start or how to get involved. This is what our ‘Make a Motherchunkin Change’ is all about – inspiring and encouraging people to just go out and do it. There’s never been a better time to make your voice heard or to put your passions into action, as every action, no matter how small, can lead to big change.”