DMA Insights: Values Are Changing How Consumers Shop

Data from the DMA’s latest report, Customer Engagement: Acquisition and the Consumer Mindset 2021, highlights a big slice of customers who are keen and determined to reflect their beliefs and morals through their wallet choices. Indeed, 45% of consumers said when online shopping, they wish they could filter product lists by their values. 

Given the increased consumer interest in aligning purchasing decisions with ethical beliefs, more specialist retailers that only sell goods adhering to specific ethical guidelines will emerge.  

Due to government restrictions during the pandemic, shopping locally has often been the only available option for consumers.

However, as a purely pragmatic choice, consumers have continued to shop locally, even once restrictions were lifted. Indeed, possibly due to positive experiences during lockdown and a newly formed community spirit, consumers have become more willing to support homegrown businesses.