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Toluna Research Reveals Lockdown Has Made Aussies More Conscious Consumers

Toluna Research Reveals Lockdown Has Made Aussies More Conscious Consumers
B&T Magazine
Edited by B&T Magazine
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New research from Toluna found Aussie consumers are making more ethically aware shopping choices since the pandemic began.

After a survey of 1,039 respondents in September, Toluna’s ‘Understanding the 2021 Consumer’ Global Barometer Study found that environmental issues, poverty, and human rights are big concerns for consumers.

Key takeaways from the study include:

  • 46% of Aussies are more concerned about poverty than before the pandemic.
  • 40% are more concerned about the environment.
  • Half of Australians consider whether the brands they purchase support ethical issues.
  • 65% say they would like brands to use social media to keep consumers informed about how they support ethical issues.

Toluna Country director ANZ, Sej Patel said: “The pandemic has affected Australians in an extraordinary way.”

“Living through a once-in-a-Century health crisis has forced us to re-evaluate what’s important, and Australians are now much more socially conscious, with growing concerns about the environment, poverty and human rights issues.”

However, it’s not just the actions of the brands that consumers are worried about. 72% of those surveyed said they make an effort to recycle and 73% are doing what they can to reduce food waste.

57% said they sell, re-use, or donate unwanted clothes and 44% said they make efforts to use sustainable products around the house, making them more considerate of what brands are selling them.

“Brands and retailers are now dealing with a very different consumer than they were 18 months ago,” Patel said.

“Australians are now shopping more consciously and are actively taking the time to research where brands stand on the ethical issues, with the view to switching should they find brands who better align with their values.”

“Now, more than ever, brands need to communicate what they stand for and how they’re supporting ethical and social issues – particularly on social media where consumers are actively looking to find this information.”

Toluna is a consumer insights research company and is the parent company of Harris Interactive Europe and KuRunData.

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