The New Active-ist Consumer Is Here

William Grant & Son’s latest Market Report has identified a change in customer behaviour.  The new ‘Active-ist Consumer’ is described as ‘purposeful, connected and empowered’.  According to the Report there is a new breed of digitally-sophisticated, socially-conscious, and sustainability-expectant people who use their collective consumer power to generate change at scale and with purpose and at an increasingly fast pace.  Digital sophistication allows consumers to source their own news, leading to demands for brand transparency and the desire for brands to engage with ethical issues.  Such behaviour was clearly visible following the airing of Planet Earth 2 in 2016 when social media was flooded with commentary on the horror of disposable plastic.  The sheer number of outraged viewers ensured the issue was recognised by the drinks industry amongst others.  As a direct consequence, we are now seeing widespread withdrawal of plastic drinking straws.  The Report also announced that people are spending more on drinking less.  Consumers are choosing their outings on the quality and range of food and drink on offer.  We have been familiar with this trend for some time as our premium brandies continue to increase in popularity.