Aussies are making use of their wallets to put their beliefs into action, particularly their strong desire for social change.
The research, commissioned by ice creme maker Ben & Jerry’s and Forward and conducted by Lonergan Research, found that 81 per cent of Australian consumers prefer to support brands that engage in social good. More so, 25 per cent have 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 role in fostering global and social change, with 69 per cent expressing their belief that their individual actions and choices play a crucial part in creating necessary change.
According to the report, this sense of personal responsibility and the importance of everyday actions is mirrored in Aussies’ purchasing decisions and showcases the evolving and many faces of activism in Australia. In fact, over the last 12 months, 53 per cent of Aussies have embraced the circular economy, choosing to purchase or donate second-hand goods to op shops. In addition, 55 per cent have an effort to buy more environmentally friendly items and 46 per cent have chosen to shop local in an effort to reduce emissions and support local businesses.
The research is part of its ‘Make Some Motherchunkin’ Change’, a campaign designed to inspire and empower Aussies to embrace their inner activist, putting their voice, talents, resources and passions to action.
Sean Farrell, AU Country Business Lead at Ben & Jerry’s commented, “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.”
