The global difficulties and uncertainty brought by the pandemic and, subsequently, inflation have led to a change in consumer values towards greater social responsibility and a desire to help, as a compensation for the world’s injustices. In this context, sustainability has become a topic of interest for previously indifferent consumers. However, in the unfavorable economic context a new tension emerges: how to be sustainable within a limited budget?
Using a qualitative-quantitative hybrid approach, combining the ethnographic approach centered on a human approach with statistics recorded among consumers in the urban environment and supplementing with the monitoring of trends from recent years, we proposed to answer the following questions: how can brands be sustainable in a relevant way, but especially affordable for consumers? What are those “tips & tricks” that can bring sustainability closer to everyday life? What should brands pay attention to when communicating about this topic? How strong is this trend and what will be its future, once the crisis is over?
PDF Report : ISRA Report l The Tectonics of Consumer Values in Times Of Recent Crisis l Nov 2023