At Continuous, we believe that brands no longer need radical transformation. What they do need to do is adapt - to stay relevant in a constantly changing landscape. But what is that constantly changing landscape? What does it mean for our consumers?
At the end of 2020, after a particularly challenging year,
we set about researching exactly how consumers had changed. We read trend reports (lots), articles, news stories and other research papers and then workshopped all of
our ideas. What we found? An emerging, but powerful voice; a consumer holding brands accountable and ready to boycott the ones that didn’t match up. They demanded certainty, responsibility and connection. We called them the Consumer Activist.
We’ve written a lot in the past year about the Consumer Activist, but it was still a hypothesis — albeit backed up with lots of desk research. We wanted to test our thinking; to find out if the Consumer Activist really existed, if they thought and acted how we thought they did and, most importantly, how they’re growing. We got in touch with our research partners at Market Measures to help us.
This piece forms the beginning of tracking the Consumer Activist and the influence that they have on other consumer groups. It explores what they care about, what other brands they like, and how that compares to other groups. It proves they exist.
Say hello to the Consumer Activist.
2. SAY HELLO
TO THE
CONSUMER
ACTIVIST
Finding the
Consumer
Activist
At Continuous, we believe that brands no longer need
radical transformation. What they do need to do is adapt
- to stay relevant in a constantly changing landscape. But
what is that constantly changing landscape? What does it
mean for our consumers?
At the end of 2020, after a particularly challenging year,
we set about researching exactly how consumers had
changed. We read trend reports (lots), articles, news stories
and other research papers and then workshopped all of
our ideas. What we found? An emerging, but powerful
voice; a consumer holding brands accountable and ready
to boycott the ones that didn’t match up. They demanded
certainty, responsibility and connection. We called them
the Consumer Activist.
We’ve written a lot in the past year about the Consumer
Activist, but it was still a hypothesis — albeit backed up
with lots of desk research. We wanted to test our thinking;
to find out if the Consumer Activist really existed, if they
thought and acted how we thought they did and, most
importantly, how they’re growing. We got in touch with our
research partners at Market Measures to help us.
This piece forms the beginning of tracking the Consumer
Activist and the influence that they have on other consumer
groups. It explores what they care about, what other brands
they like, and how that compares to other groups. It proves
they exist.
Say hello to the Consumer Activist.
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3. foreword CONTENTS
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02
03
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05
P.07
P.13
P.29
P.45
P.61
background & summary
FINDING our audience
FOOD & DRINK
FASHION
SPORTS & LESIURE
X
We’re excited to partner with Continuous on this important
and future-thinking piece of research. Consumer Activists
are real and could well dictate the future prosperity of
businesses and brand across sectors.
This new wave of consumer look set to become the
mainstream of consumers in years to come. People
who are more inclusive, open-minded, progressive and
environmentally aware.
People who are engaged with brands and are more
demanding of brands than ever before. Brands need to
embrace the new normal of Consumer Activists who will
show great loyalty to those who get things right, but will
vote with their wallet against brands who get it wrong.
We look forward to tracking the evolution of Consumer
Activists through 2022 and beyond.
John Gurd
CEO, Market Measures
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5. background DEFINING
OUR SUBJECT
This report is about how many
people are Consumer Activists, who
they are, and their buying behaviours
in different brand categories.
Using a series of hypotheses, we
set out to understand this group,
challenge our ideas about them,
and so support our clients in better
connecting with their audiences.
- 1018 total completed surveys
- Performed online, all in the UK
- Research conducted in the
second half of November 2021
- Controls in place for age and
gender, all other demographics
allowed to fall out naturally
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Survey specs:
- Respondents asked about up to
two categories they had bought
from in the last year
- Designed to be repeatable to
track results over time
Under 35
35-54
55+
Male
Female
Other
Prefer not
to say
GENDER AGE
9
6. Consumer Activists are more
into branded fashion than anyone
else, but they also look to shop
sustainably and care about
where their clothes come from.
Above all they want brands that
fit with their outlook, and find their
decisions around ethics as important
as they do.
Consumer Activists prioritise brands
which connect with them, whether it’s
through aligned values (which tend to
be globally responsible) or effective
collaboration.
Boohoo differentiates itself as a
favourite among Consumer Activists.
Part of this will be due to age, but they
are also masters of collaboration,
inclusivity and relatability.
Consumer Activists are active
and follow a wider range of sport than
others. Their interest goes deeper
too, often focusing on the personal
lives of athletes and celebrating their
successes outside of competition.
Responsibility in general terms
resonates as it does with other
categories, but not when it comes to
the hypothesis put forward – what
matters to Consumer Activists is
progress (though they agree sport
has become too much about money
and fame).
Activists root for all aspects of sport
– from success in competition to
overcoming injury and mental health
issues. For them, it’s not just about
who wins.
Consumer Activists are foodies:
they pay attention to what they
eat, they’re keen to experiment and
they’re interested in provenance – but
making ethical choices is what really
defines them.
The majority look to make ethical
choices when they can, and the easier
this is the better. The main barrier is
price, but an important consideration
centres around transparency – they
need to know exactly how ethical
different options are.
Ben & Jerry’s resonates with them as
a brand. Their authenticity and strong
ethical stance is what Consumer
Activists are looking for.
The ConsumerActivistexists.
Theyareyoung, environmentally
mindedand progressive, butalso
interested in brandsacross
allcategories.
Consumer Activists make up nearly
1 in 7 shoppers. They are younger
(most are under 35), indicating they
are the shape of things to come with
their ideals likely becoming more
mainstream as they age.
Those ideals tend to be progressive.
They are environmentally minded,
inclusive and open minded, but
crucially they remain interested in
brands. They demand more from
brands than anyone else, but will
reward those who get it right with
greater levels of loyalty.
1.
3.
2.
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consumer
activists and
fashion
consumer
activists and
food & drink
consumer
activists and
sport & leisure
SUMMARY
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8. F
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Consumerswere grouped
using segmentationanalysis,
based ona series ofattitudinal
statements.We then tested the
groupswith our differentdrivers
–asking how importantcertainty,
responsibility, connectionwere
when choosingabrand.
Importance of activist drivers
Average score out of 10
Brands need to be reliable in
these uncertain times, by acting
honestly and offering dependable
products and services.
I need to feel that brands are
acting responsibly (e.g. ethically,
environmentally etc).
Brands need to listen to what
I actually want, not try to
influence me.
CERTAINTY RESPONSIBILITY CONNECTION
the
make-up of
consumers
Q: How important are
each of the following
when you’re deciding
which [category]
brands to buy?
8.0
7.5
8.2
8.0
6.9
7.8
7.0
6.4
6.4
6.4
5.2
4.2
26%
41%
19%
15%
The Consumer Activists
The World Weary
The Mainstreamers
The Traditionalists
Nearly 1 in 7 consumers
are a ‘Consumer Activist’.
They place more
importance on all activist
drivers than others –
but responsibility
resonates most.
15
9. the consumer
ACTIVIST
Young and more likely to be female,
this is the group that most frequently
proves the hypotheses around how
consumer activists might behave.
They are environmentally-minded
and concerned for the future, but
crucially also have a strong interest
in brands and values. They demand
more from brands than any other
segment, and will willingly boycott
them if needs be – but they remain
loyal to the ones that get it right.
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- Demand the most of brands
- Pay the most attention to brands
in the news
- Pay the most attention to
celebrities and influencers
the consumer activists 101
- Place the most importance on
brands aligning with their values
- Know the most about brands
they buy
- Are the most anxious
Consumer
Activist
Consumer
Activist
All
segments
All
segments
15%
67% Female
52% UNDER 35
14% 55 & over
Much more
No reason to boycott Slightly more
No boycotts, but feel they should
Less
No change
The Consumer Activist
Other consumer groups
Have boycotted brands
“we need change,
and i’m readyto
backbrands that’ll
fightfor it”
MAKE UP OF CONSUMERS Boycotting brands due
to behaviour
Shopping more/less
sustainably now
- Are the most likely to buy ethical
products over regular ones
- Have the most amount of
faith in big institutions to
make positive change
- Are joint-most concerned with
the way the world is changing
(with the World Weary) – but also
feel optimistic about the future
17
10. the world
weary
An older group, these consumers
have a similar outlook to Consumer
Activists – but they’re less relevant
to brands.
The key difference is a comparative
disinterest in brands and the value
of them – these are people who feel
there is a lot wrong with the world
(especially when it comes to the
environment), but aren’t necessarily
looking to brands to make the positive
changes they believe we need.
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“There’salotwrong
with theworld,
butwhatgoodwill
brands do?”
- Are the most uncertain over
the future
- Are the most environmentally-
minded (but not the most likely
to choose ethical brands)
- Are the happiest to boycott
brands they don’t like
The World WearY 101
- Have the least faith in
big institutions to make
positive change
- Are joint-most concerned with
the way the world is changing
(with Consumer Activists), and
feel pessimistic about the future
World-Weary World-Weary
All
segments
All
segments
50% Female
21% UNDER 35
45% 55 & over
Have boycotted brands Much more
No boycotts, but feel they should Slightly more
No reason to boycott
Less
No change
The World Weary
Other consumer groups
26%
MAKE UP OF CONSUMERS Boycotting brands due
to behaviour
Shopping more/less
sustainably now
19
11. the
mainstreamerS
By far the largest segment, this
group does not hold particularly
strong opinions on anything to do
with consumer activism.
They aren’t fighting any corner,
and their behaviour matches that.
They don’t have many concerns
over the future or how the world is
changing – it’s just not something
they think about.
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Boycotting brands due
to behaviour
- Hold the least amount of concern
over how the world is changing
- Are the least likely to feel
uncertainty over the future
- Are truly middle-of-the road –
they hold no other opinion that
is stronger or weaker than any
other segment
the Mainstreamers 101
Shopping more/less
sustainably now
Mainstreamer Mainstreamer
All
segments
All
segments
Have boycotted brands Much more
No boycotts, but feel they should Slightly more
No reason to boycott
Less
No change
“I’m happy
justliving
mylife”
50% Female
37% UNDER 35
29% 55 & over
The Mainstreamers
Other consumer groups
41%
MAKE UP OF CONSUMERS
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12. THE
Traditionalists
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- Are the least demanding
of brands
- Pay the least attention to
brands in the news
- Pay the least attention to
celebrities and influencers
the Traditionalists 101
- Are the least
environmentally-minded
- Are the least concerned with
brands aligning with their values
- Know the least about the
brands they buy
Traditionalist Traditionalist
All
segments
All
segments
Have boycotted brands Much more
No boycotts, but feel they should Slightly more
No reason to boycott
Less
No change
The Traditionalists
Other consumer groups
19%
Boycotting brands due
to behaviour
Shopping more/less
sustainably now
The anti-activists. This older group
is the only male-leaning one, and
consistently the furthest away from
any form of consumer activism.
This group are knowingly
unconcerned with environmental
issues, don’t pay much attention to
brands and have made hardly any
adjustments to the way they shop in
recent years.
“Theworld’s
worrying
over nothing”
MAKE UP OF CONSUMERS
45% Female
24% UNDER 35
46% 55 & over
- Are the least anxious
- Are the least likely to boycott
brands
- Are the least likely to buy
ethical products
23
16. food &
drink
Consumer Activists are foodies:
they pay attention to what they
eat, they’re keen to experiment and
they’re interested in provenance – but
making ethical choices is what really
defines them.
The majority look to make ethical
choices when they can, and the easier
this is the better. The main barrier is
price, but an important consideration
centres around transparency – they
need to know exactly how ethical
different options are.
Ben & Jerry’s resonates with them as
a brand. Their authenticity and strong
ethical stance is what Consumer
Activists are looking for.
Focus on
Responsibility
when it comes
to food & drink
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Ethics and
sustainability
are
paramount.
“
“
31
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ATTITUDES
TOWARDS
FOOD
d
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a
g
r
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e ConsumerActivistsare more
interested in food than others.
They’re explorative,attentive
to provenance,and brand loyal–
butaboveallmotivated by
sustainability.
a
g
r
e
e
We all need to
be eating more
sustainably
I pay attention to
what I eat
Taste is key with
food – everything
else comes
second
I often use
comfort food to
make myself feel
better
I’m always
looking to try
new food & drink
I’m a bit of a
foodie
I’m brand-loyal
when it comes to
food & drink
I always check
where my food
comes from
I’m a picky eater Food is fuel – I’m
not interested in
it beyond that
Average score out of 5 (5 = strongly agree)
Q: How much do you
agree or disagree
with these statements
about food and drink?
Consumer Activists Other segments
33
18. Importance
of activist
drivers
Responsibilityresonates mostwith
ConsumerActivistswhen itcomes
to food & drink, differentiating
them from other groups,who
prioritise certainty.
Certainty
7.9
8.3
7.3
7.3
6.2 6.2
Certainty
RESPONSIBILITY
RESPONSIBILITY
CONNECTION
CONNECTION
Q: How important are
each of the following when
you’re deciding which food
& drink brands to buy?
Q: Which of these statements
do you agree with most when it
comes to eating comfort food
/ making ethical/sustainable
choices / making meaningful
moments?
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The things I worry about have
changed over time, and I have
changed the comfort food I
eat accordingly
Comfort food hasn’t changed
for me – the food & drink I use
for comfort is the same as ever
I want to make ethical food
and drink choices, but only if
it’s easy
I’m not fussed about whether
food & drink brands are ethical
or not – I value convenience
The pandemic has changed
the way we create meaningful
moments – we’re now less
traditional than we were
The traditions around food
and drink are still the same
as they’ve ever been
Consumer Activists Other segments
Consumer
Activists
All
segments
Consumer
Activists
All
segments
Consumer
Activists
All
segments
35
19. Certainty
hypothesis
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ta
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p
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s
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ConsumerActivistsare more likely
to haveadapted their comfortfood
to theirworries, butit’s nota
universalchange.
consumer
activists
consumer
activists
other
segments
other
segments
● The things I worry about have
changed over time, and I have
changed the comfort food I eat
accordingly
● Yes
● Comfort food hasn’t changed
for me – the food & drink I use
for comfort is the same as ever
● No
49
25
51
69
88
75
Q: Are you buying different
comfort food these days?
Q: What encouraged you
to buy something different
to what you’d normally buy
to use as comfort food?
Q: Over the past year
or so, have you bought
anything to use as comfort
food that you would not
usually have bought? If so,
what was it?
31
12
39% 35% 23%
My eating habits generally
have changed
Just wanted to try something new Felt like what I needed it for was
different – my worries have changed
Chocolate
Crisps
Ice cream
Sweets
Meat
Plant based products
Biscuits
Savoury snacks
Nuts
37
20. responsibility
hypothesis
f
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&
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s
p
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s
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b
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y
h
y
p
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t
h
e
s
i
s
It’s no surpriseActivists find easy
ethicalchoicesverymotivating,
buttheyneed to beaffordableand
anybenefits need to be clear.
consumer
activists
other
segments
● I want to make ethical food
& drink choices, but only if
it’s easy
● I’m not fussed about whether
food & drink brands are ethical
or not – I value convenience
84
61
16
39
I try to go for the ethical option,
but am often put off by cost or
inconvenience
I always go for the ethical
option, no matter the cost or
inconvenience
I’m not worried about ethics or
sustainability when I’m buying
food & drink
I’d like to go for the ethical option,
but the cost/inconvenience is too
much of a barrier
Consumer Activists
Other segments
They’re too expensive
It’s difficult to know how ethical
different options actually are
It’s difficult / less convenient
They don’t taste as good
There aren’t enough ethical/
sustainable options for me
I don’t feel I know enough
about the subject to make
Other people in the household
don’t like them
I’m just not that worried about
ethics or sustainability
Other reason
Q: What puts you off
buying ethical/sustainable
products more often?
Q: How does ethics and
sustainability fit into your
decision over what to buy?
Consumer Activists
Other segments
39
21. connection
hypothesis
f
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h
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p
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s
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s
ConsumerActivists haveage
on their side in breaking with
tradition,and thosewho have
are changingwhattheybuy.
consumer
activists
other
segments
● The pandemic has changed
the way we use food and drink
to create meaningful moments
we’re now less traditional than
we were
● The traditions around food
and drink are still the same
as they’ve ever been
60
35
40
65
48
39
31
3
The food &
drink I buy has
changed
The meaningful
moments I used
to celebrate with
food & drink have
changed
The way I
prepare food
& drink has
changed
Other
Q: How have you become
less traditional?
Yes – I’ve become less traditional
No change
Yes – I’ve become more traditional
Consumer Activists
Other segments
Q: Has the way you use
food & drink to celebrate
and make meaningful
moments changed in the
last year?
41
22. Favourite
food & drink
brands
Ben &Jerry’s progressive, ethically-
mindedand sustainableapproach
places themasadifferentiating
favouriteamong ConsumerActivists.
18
16
14
12
10
8
6
4
2
0
Consumer Activists Other segments
f
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Fav
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e
b
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a
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d
s
Coke
Pepsi
Dorritos
Jordan’s
Lavazza
KitKat
Carte
Noire
M&M’s
Skittles
Dolmio
Alpro
Cheerios
Snickers
Fanta
Aperol
Nesquik
Magnum
Belvita
Actimel
Oreo
Sprite
Hellmans
Cornetto
Blue
Dragon
7up
Campari
Wild
Turkey
Ben
&
Jerry’s
43
24. It’s not just
about product.
Brands need to
align with their
customers’
values and
culture.
“
“
fashion
Consumer Activists are more into
branded fashion than anyone else,
but they also look to shop sustainably
and care about where their clothes
come from. Above all they want
brands to fit with their outlook, and
often scrutinise their decisions
around ethics.
Consumer Activists prioritise brands
which connect with them, whether it’s
through aligned values (which tend to
be globally responsible) or effective
collaboration.
Boohoo differentiates itself as a
favourite among Consumer Activists.
Part of this will be due to age, but they
are also masters of collaboration,
inclusivity and relatability.
Authenticity,
realised
through
aligned values
and effective
collaboration
IS essential –
brands have to
get Activists.
FAS
H
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N
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s
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m
a
ry
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25. FAS
H
I
O
N
-
At
t
i
t
u
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e
s
d
i
s
a
g
r
e
e ConsumerActivistsare fashion-forward
and brand-focused. Sustainabilityremains
amain driver,and they’rewilling to pay
more for itemswith solid provenance.
a
g
r
e
e
We should all be
shopping more
sustainably
when it comes to
clothing
I like to wear
branded items
I know a lot
about the brands
I buy from
I see myself as
fashion-forward
I’m brand-loyal
when it comes to
fashion
Style doesn’t
matter much
to me – I buy
more functional
clothing
I don’t care
where clothes
come from so
long as they’re a
good price
Average score out of 5 (5 = strongly agree)
Q: How much do you
agree or disagree
with these statements
about fashion?
Consumer Activists Other segments
ATTITUDES
TOWARDS
Fashion
49
26. Importance
of activist
drivers
ConsumerActivistsare most
motivated byResponsibilityin
ageneralsense,and this needs
to be expressed through brand
alignment,authenticityand
collaborations.
Certainty
8.1 8.2
7.4
7.1
6.5 6.4
Certainty
RESPONSIBILITY
RESPONSIBILITY
CONNECTION
CONNECTION
Q: How important are
each of the following when
you’re deciding which
fashion brands to buy?
Q: Which of these statements
do you agree with most when
it comes to brand values / how
fashion products fit into your
life / brand collaborations and
partnerships?
I want fashion brands to show
me how their products will fit
into my life, and how they’re
relevant to me
Fashion brands don’t need to
show me what their products
can do for me – I can decide
that for myself
I choose fashion brands that
seem authentic and align with
my values – it’s not just about
selling products I like
What fashion brands sell is
what’s important – I don’t care
about their values
Fashion brands need to have
wider collaborations to become
more exciting and better align
with sub-cultures
Collaborations and partnerships
don’t matter when it comes to
buying fashion
Consumer Activists Other segments
FAS
H
I
O
N
-
h
y
p
o
t
h
e
s
i
s
Consumer
Activists
All
segments
Consumer
Activists
All
segments
Consumer
Activists
All
segments
51
27. Certainty
hypothesis
fa
s
h
i
o
n
-
c
e
r
ta
i
n
t
y
h
y
p
o
t
h
e
s
i
s
The Certaintyhypothesis did not
ringas trueas otherswhen it
comes to fashion.
consumer
activists
other
segments
56
25
44
75
Q: Which of these
statements do you agree
with most when it comes
to how fashion products fit
into your life?
Fashion brands don’t need to
show me what their products
can do for me – I can decide
that for myself
I want fashion brands to show
me how their products will fit
into my life, and how they’re
relevant to me
While Consumer Activists
were more likely to agree
that fashion brands need to
demonstrate relevance to them
than other segments, it was not
a universal opinion.
Activists are more
likely to be motivated
by authenticity. Brands
need to demonstrate
alignment with the
progressive values
Activists are likely to
hold, and show that
they ‘get’ their culture
through effective
collaboration.
53
28. Sometimes
responsibility
hypothesis
fa
s
h
i
o
n
-
r
e
s
p
o
n
s
i
b
i
l
i
t
y
h
y
p
o
t
h
e
s
i
s
Brands need toauthentically
align to personalvalues to truly
appealtoActivists – thesevalues
are likelyto be progressive.
consumer
activists
other
segments
78
57
22
43
Sometimes – it can put me off if a
brand’s values don’t match mine
Yes – I’ll only buy from brands
whose values match mine
No, never – it doesn’t matter
to me
Consumer Activists
Consumer Activists
Other
segments
Q: Do you pay attention
to brand values?
Q: Do brand values
not aligning with
your own discourage
you from buying?
What fashion brands sell is
what’s important – I don’t care
about their values
I choose fashion brands that
seem authentic and align with
my values – it’s not just about
selling products I like
Not at all
Yes, always
Other segments
55
29. connection
hypothesis
fa
s
h
i
o
n
-
c
o
n
n
e
c
t
i
o
n
h
y
p
o
t
h
e
s
i
s
Activists payattention to
collaboration – picking the right
match could help them feelcloser
to brandswho ‘get’ their culture.
consumer
activists
other
segments
74
36
26
64
Consumer Activists
Consumer Activists
Other
segments
Q: Do collaborations
encourage you to
shop with particular
fashion brands?
Other segments
Q: Do you notice when
brands collaborate with
other brands, influencers
or celebrities?
Sometimes Not at all
Yes, regularly
No, but they would if the
collaborations were
more relevant to me
Yes No – collaborations make no
difference to who I shop with
T
h
e
o
p
p
o
r
t
u
n
i
t
y
t
o
u
s
e
c
o
l
l
a
b
o
r
a
tion
to grow among Activists is signif
icant
Collaborations and
partnerships don’t matter when
it comes to buying fashion
Fashion brands need to have
wider collaborations and
partnerships to become more
exciting and better align with
sub-cultures
57
30. Favourite
fashion
brands
Boohooareadifferentiating brand
favourite forActivists – they’reyouthful
and inclusive, butalso lead on effective
and frequentcollaboration. Theyknow
theiraudience,and thatresonates.
Consumer Activists Other segments
fa
s
h
i
o
n
-
Fav
o
u
r
i
t
e
b
r
a
n
d
s
30
25
20
15
10
5
0
Next BooHoo Levis Zara Superdry Tommy
Hilfiger
Hugo Boss Clarks Lacoste Reiss AllSaints Ted Baker
59
32. SPORT &
LEISURE
SPORT &
LEISURE
Consumer Activists are active and
follow a wider range of sport than
others. Their interest goes deeper too,
often focusing on the personal lives of
athletes and celebrating their
successes outside of competition.
Responsibility in general terms
resonates as it does with other
categories, but not when it comes to
the hypothesis put forward – what
matters to Consumer Activists is
progress (though they agree sport
has become too much about money
and fame).
Activists root for all aspects of sport
– from success in competition to
overcoming injury and mental health
issues. For them, it’s not just about
who wins.
s
p
o
r
t
&
l
e
i
s
u
r
e
-
s
u
m
m
a
ry
Sport is
no longer
just about
competition
Everyone’s
battles
should be
celebrated.
“
“
63
33. s
p
o
r
t
&
l
e
i
s
u
r
e
-
At
t
i
t
u
d
e
s
d
i
s
a
g
r
e
e ConsumerActivistsareactive
and feel brandsareakeypartof
sport. Still engagedwith sport
in its currentstate, theywant
moreattention paid to the mental
health ofathletes.
a
g
r
e
e
I lead an active
lifestyle
Sport has
become too
much about
money and fame
Branding and
sponsorships
are an important
part of sport
I’m brand loyal
when it comes to
sport & leisure
brands
There’s not
enough focus on
mental health in
sport
I regularly play
sport and try to
stay fit
Winning is
everything in
sport
I’m not too
interested in
branding when it
comes to sports
& leisure – I just
buy what works
Sport isn’t as
engaging as it
used to be
I’m not really
interested in
sport
Average score out of 5 (5 = strongly agree)
Q: How much do you
agree or disagree
with these statements
about sport & leisure?
Consumer Activists Other segments
ATTITUDES
TOWARDS
sport &
leisure
65
34. Importance
of activist
drivers
Contextandwordingare key
when itcomes to hypotheses –
while Responsibilityisvery
motivating toActivists, itneeds
to be framedaround progress.
Certainty
8.1 8.1
7.8
7.1
6.5 6.5
Certainty
RESPONSIBILITY
RESPONSIBILITY
CONNECTION
CONNECTION
Q: How important are
each of the following when
you’re deciding which sports
& leisure brands to buy?
Q: Which of these statements
do you agree with most when
it comes to sport and change
/ success / customisation &
personalisation?
I want sports brands to
offer customisation so I can
personalise their products to
suit me
Customisation isn’t important
– sports brands already
produce things I like
Sport needs a return to its roots
– it’s moved away from what I
used to love about it
Sport is all about progress, so
I’m happy that it’s changing
I want to celebrate successes
in sport outside of direct
competition – it’s not just about
who wins
I look to celebrate who wins –
sport’s about competition
Consumer Activists Other segments
s
p
o
r
t
&
l
e
i
s
u
r
e
-
h
y
p
o
t
h
e
s
i
s
Consumer
Activists
All
segments
Consumer
Activists
All
segments
Consumer
Activists
All
segments
67
35. Certainty
hypothesis
s
p
o
r
t
&
l
e
i
s
u
r
e
-
c
e
r
ta
i
n
t
y
h
y
p
o
t
h
e
s
i
s
Personalisation resonateswith
Activists, butonlywhen itcomes
to product– experiencesare
much less differentiating.
consumer
activists
consumer
activists
other
segments
other
segments
Q: Which of these
statements do you agree
with most when it comes
to experiences in sport?
Customisation isn’t important –
sports brands already produce
things I like
I trust sports & leisure brands
to produce worthwhile sports
experiences for me
I want sports brands to
offer customisation so I can
personalise their products to
suit me
I want sports & leisure brands
to give me control over how I
experience sport
69
44
36
45
31
56
64
55
Q: Which of these statements
do you agree with most when
it comes to customisation and
personalisation in sport?
The Certainty hypotheses was
split into two, to separately cover
products and experiences
Alternative
certainty hypothesis
69
36. Responsibility
hypothesis
ConsumerActivists tie sport
to progress – they’re less
interested inareturn to the
‘good old days’.
consumer
activists
other
segments
26
44
74
56
Q: Which of these
statements do you agree
with most when it comes
to sport and change?
Sport is all about progress, so
I’m happy that it’s changing
Sport needs a return to its roots
– it’s moved away from what I
used to love about it
Their young age moves them
away from wanting a return to
the ‘good old days’. From their
perspective they’re living
them now.
Instead, they’re attracted to
the concept of progress . Sport
to them is about development,
and not just in terms of broken
records. Other categories have
demonstrated their need for
authenticity from the brands
they buy from. Brands need to
demonstrate that they believe
progression is at the heart of
what they do.
The sports & leisure
Responsibility
hypothesis is the only
one favoured less by
Consumer Activists
than other groups –
despite Responsibility
being so important to
them as a wider concept
s
p
o
r
t
&
l
e
i
s
u
r
e
-
r
e
s
p
o
n
s
i
b
i
l
i
t
y
h
y
p
o
t
h
e
s
i
s
71
37. 81
63
19
37
Connection
Hypothesis
Activists followsports newsas
muchasanyone else, butmuch of
their focus is on sportspeople as
people – notjustcompetitors.
Yes – always Yes – I find them as interesting
as the sport itself
Overcoming personal
challenges is much more
important
Sometimes, like if
there’s an event on
Somewhat, but the focus is
on the sport itself for me Overcoming personal
challenges is a little more
important
s
p
o
r
t
&
l
e
i
s
u
r
e
-
c
o
n
n
e
c
t
i
o
n
h
y
p
o
t
h
e
s
i
s
consumer
activists
other
segments
Q: Which of these
statements do you agree
with most when it comes
to sport and success?
Q: Do you care about
the lives of sports
personalities in sports
you follow?
Q: How much value do
you place on athletes
overcoming personal
challenges?
Q: Do you follow sports
news?
I look to celebrate who wins –
sport’s about competition
I want to celebrate successes
in sport outside of direct
competition (e.g. overcoming
injury, mental illness etc) – it’s
not just about who wins
Not really Not at all
Both are as important as
each other
Success in competition is
a little more important
Success in competition is
a much more important
Consumer
Activists
Other
segments
73
38. Favourite
sports & leisure
brands
Nike differentiates itselfamong
ConsumerActivistsasafavourite
brand – itmanages to have genuine
massappeal,and currentmarketing
is focused on inclusivity.
Consumer Activists Other segments
50
45
40
35
30
25
20
15
10
5
0
Nike Adidas Under
Armour
Puma Decathlon Asics Garmin Intersport Speedo HEAD Polar Zoggs
s
p
o
r
t
&
l
e
i
s
u
r
e
-
Fav
o
u
r
i
t
e
b
r
a
n
d
s
75
39. Sports
followed
nowadays
ConsumerActivists followa
wider range of sports than other
groups – possiblydown toage.
Consumer Activists Other segments
80
70
60
50
40
30
20
10
0
Football Athletics Motorsport Cycling Rugby Swimming Golf Horse racing Extreme
sports
Watersports Other None of
these
s
p
o
r
t
&
l
e
i
s
u
r
e
-
s
p
o
r
t
s
f
o
l
l
o
w
e
d
77
40. Want to
know more?
Mark Kershaw
Business Director
mark.kershaw@wearecontinuous.net
M: +44 (0) 7432 101207
T: +44 (0) 151 294 4650
Scott McCubbin
Associate Director
scott.mccubbin@wearecontinuous.net
M: +44 (0) 7801 750 867
T: +44 (0) 151 294 4650
Gabriella Holmes
Marketing Manager
gabriella.holmes@uniform.net
M:+44 (0) 7950 933414
T: +44 (0) 151 294 4650
This research is owned by Continuous, a business unit of
Uniform Communications Ltd. Registered in England and Wales - 3652521.
t
h
e
c
o
n
s
u
m
e
r
a
c
t
i
v
i
s
t
-
C
O
N
TA
C
T
X
To explore how this
research can shape your
brand, and help you adapt
quickly, get in touch.
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