Information contained on this page is provided by an independent third-party content provider. WorldNow and this Station make no warranties or representations in connection therewith. If you have any questions or comments about this page please contact firstname.lastname@example.org.
SOURCE Leo Burnett
Study Informs the Truths Behind a Forward Thinking Consumer Segment that Eats, Shops, and Lives their Values
CHICAGO, Sept. 18, 2013 /PRNewswire/ -- In a recent proprietary study San Francisco-based Amazon Advertising, part of Publicis Worldwide, identified a new group of progressive consumers constituting 21 percent of the population, coined "The Choicefuls". This group is enthusiastically making choices that are "better-for-me" and "better-for-the-planet"...and in doing so, they're significantly happier with their lives.
"'The Choicefuls' represent a dynamic group of consumers in search of brands that mirror their values," said Liz Paul, Director of Strategy at Amazon Advertising. "Whether it's feeding their pets an organic diet or making exercise a strong priority in their lives, this group is constantly making purposeful choices."
"The Choicefuls" hold an important stake in environmental, health and wellness, retail and technology industries. They are environmental allies who choose ecofriendly brands for their personal care and household cleaning needs. They are tech savvy navigators who value the convenience of mobile apps and on-the-go technology. And in fact, when asked if they had a choice while being robbed to either give up their cell phone or their pants, "The Choicefuls" were 32 percent more likely than everyone else to give up their pants.
As a result of the study, Amazon identified six key conclusions that set the "The Choicefuls" apart from the rest of the American population:
"THE CHOICEFULS" LIVE A VALUE DRIVEN LIFESTYLE, AND THEIR PURCHASES REFLECT IT.
BECAUSE THEY LIVE A VALUE-DRIVEN LIFESTYLE, THEY DON'T SEE THEIR HEALTHY CHOICES AS A COMPROMISE. INSTEAD, THEY HAVE AN "IT'S WORTH IT" MINDSET.
BECAUSE THEY ARE LIVING THEIR VALUES AND DON'T FEEL THAT THEY ARE MAKING COMPROMISES, "THE CHOICEFULS" ARE CONSISTENTLY HAPPIER AND MORE SATISFIED WITH LIFE. COMPARED TO THE REST OF THE POPULATION, THEY ARE:
"THE CHOICEFULS'" PROACTIVE, HEALTHY LIFESTYLE EXTENDS BEYOND THEIR FOOD AND FITNESS CHOICES TO INCLUDE PET CARE, PERSONAL CARE AND HOUSEHOLD PRODUCT PURCHASES.
"THE CHOICEFULS" ARE FORWARD-THINKING CONSUMERS WHO ARE OPEN TO NEW EXPERIENCES.
"CHOICEFULS" ARE GREAT CONNECTORS. THEY ARE:
AMAZON ADVERTISING'S "CHOICEFULS" METHODOLOGY:
Amazon Advertising conducted a national study, sampling 1,294 respondents, ages 18 and up.
To learn more about "The Choicefuls" visit:
http://amazonadv.com/ - about/thechoicefuls
About Amazon Advertising
Amazon Advertising is a San Francisco agency focused on accelerating the growth of progressive brands. Progressive brands have big ideas about making the world a better place and they bring something new and good into peoples' lives, earning a chance at lasting devotion in return. The long-time lead agency for Kashi and P&G's Naturella, and more recently, for Nature Made Vitamins, Morningstar Farms, and Yogi Tea, Amazon is skilled at connecting a brand with a broader audience without losing its soul. Amazon has been part of the Publicis Groupe/Leo Burnett since 2002, giving Amazon clients access to global resources and best-of-breed specialists.
©2012 PR Newswire. All Rights Reserved.