No one understands the purchasing behavior, brand loyalty and peer-to-peer influence of so-called “conscious consumers” better than BBMG.

Since 2007, our highly acclaimed national studies and ethnographies have painted a clear picture of this powerful and fast-growing consumer segment. Our latest report, Unleashed: How New Consumers Will Revolutionize Brands and Scale Sustainability (March 2011), updates key findings and features videos and photo journals from representative consumers, as well as insights from some of the world’s most powerful and forward-thinking brands.

More than 70 million adults across the United States are considered New Consumers, defined less by demographics than by shared values. Early adopters and “box turners” increasingly concerned with products’ impact on the planet and its people, these savvy shoppers are twice as likely to try new things, share their opinions online and reward (or punish) brands based on corporate practices. Even during the recession, 25 percent are willing to pay more for sustainable products. At the same time, they’re re-evaluating purchasing priorities, often opting for DIY projects and choosing to enjoy experiences instead of new commodities.

Old vs New

To download the report, please click here.

UNLEASHED, BBMG’s latest report, is an in-depth, interactive report based on more than 2,500 conversations with New Consumers.

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