PROMOTED CONTENT CONSUMER CREDIT
Here and Nows: A tribe that lives in the moment, spending what they earn on the things they want and often finding inspiration on social media.
Six out of ten (58 per cent) say they still want to treat themselves to nice items, even though they are going out less — more than any other tribe
They are more likely than any other tribe to turn to TV adverts for inspiration, with almost a quarter (24 per cent) saying they do this
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Here and Nows. The Here and Nows enjoy freedom and independence. Not ready to settle down, they spend what they earn on the things they love.
Living a digital shopping life, they tend to shop through mobile apps, especially social media.
When it comes to spending, they opt for payments that empower them to get what they love with no compromise.
22% of Here and Nows would most
likely shop for something via social media platforms
65% find the ability to shop
online or in-store important
Savvy Fashionistas.
They’re employed but don’t earn as much as they would like.
Fashion inspiration is influenced through online and social media.
Whilst its important to stay on trend, when it comes to spending money, they will ensure their budget goes as far as possible. Seeking the best deals, Savvy Fashionistas shop smarter.
75% of Savvy Fashionistas agree
good value for money is important
Conscious Consumers: Less focused on hitting life’s traditional milestones and living by the system, this tribe seeks fulfilment in pursuits like learning and discovery and shop as sustainably as they can.
Conscious Consumers are the only tribe to rely more on brand or retailer websites for inspiration than family or friends, with 36 per cent ranking them as a top source — perhaps due to a need to validate information themselves
Trustworthiness and a good reputation are more likely to encourage Conscious Consumers to shop regularly with a brand or retailer — with 42 per cent reporting this effect — more than any other tribe
30
40% of Conscious Consumers are loyal
to brands and retailers they love
31% are not loyal because they like to
discover new ones
Savvy Fashionistas: Earning less than they’d like to, this tribe regularly seek inspiration online and look for hacks to help them get the best products and deals.
Savvy Fashionistas are most likely to buy more from brands and retailers that offer promotions and deals (45 per cent) and that have a wide range of products available (45 per cent)
They’re also most likely to consider it important for brands or retailers to offer flexible payment options (36 per cent) — which encourage them to shop regularly (33 per cent) and buy more (35 per cent)
Conscious Consumers.
Enjoy a steady career progression. With an activist streak that keeps them curious they are likely to work with a company that aligns with their morals.
Prioritising investment purchases over fashion, they take more consideration than spontaneity.
Payment empowerment means being able to invest more wisely and experience new things.
58% say a wide range of products
available is important to them
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