Tag: consumer

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… Read more