Social Business Consumer Insights

Trend - Companies are implementing mentorship programs to support LGBTQ+ employees entering the workforce. By connecting junior employees with successful LGBTQ+ mentors, these initiatives provide resources and skills, fostering a sense of belonging and empowering career growth.

Insight - As Gen Z becomes a larger part of the workforce, many entry-level employees with diverse identities experience isolation and imposter syndrome from perceived underrepresentation. In response, companies are launching programs that connect senior employees with younger LGBTQ+ individuals, providing vital support during their transition into full-time roles. Businesses that identify these unique hurdles can enhance employee retention and gain valuable insights into their diverse consumer bases.

Trend - Brands are increasingly attending conferences and fairs that promote businesses from diverse suppliers. These events, which typically feature minority-, women-, veteran-, and LGBTQ+-owned companies, foster relationships between large corporations in search of vendors that meet diversity criteria.

Insight - The demand for inclusive business practices has incentivized many companies to reevaluate their supplier diversity strategies and seek new partnerships from historically disadvantaged communities. To address this, many leadership teams are opting for physical experiences to connect with and better understand the services underrepresented businesses can offer. These companies recognize that their customers desire authenticity and want to see that reflected in the brands they support.

Trend - Brands in the portable power station industry are creating battery banks and charging solutions powered by solar energy. These are designed to be reliable and sustainable when compared to plug-in competitors, as they provide renewable energy solutions while fully disconnected from the grid.

Insight - As awareness of climate change and its impacts continues to rise, consumers are increasingly looking to brands to lead the way in sustainability. Recognizing that systemic changes are more effective than individual efforts alone, consumers are turning to companies that offer eco-friendly solutions. In the realm of portable power, this means seeking reliable, off-grid power sources that not only meet their energy needs but also align with their environmental values.

Trend - Toiletry companies are launching eco-friendly product lines with recycled and organic materials. Utilizing post-consumer recycled plastics, papers, and bamboo, these products further reduce the environmental footprint of single-use disposable papers, while only marginally increasing prices.

Insight - Environmentally-conscious consumers find pride in using products from brands that align with their personal values. These consumers are far more likely to purchase products with recyclable packaging, recycled materials, and without single-use plastics. These consumers believe in voting with their dollar toward products that make progress toward a genuine greener future. As a result, brands from typically unsustainable industries, such as toiletries, are now turning to recycled materials.

Trend - Packaging brands are creating tech-based solutions for traceability. These enable consumers, and partnered businesses, to trace packaging back to its source. Often via scanning a QR code, NFC touchpoint, or blockchain ID, it is easy for any user to verify stated sustainability claims.

Insight - While many brands claim their packaging solutions are sustainable or recyclable, making claims such as "76% recycled aluminum,' there is no convenient way for the average consumer to verify most of these statements. While some packaging solutions, such as paper-based ones, are more clearly sustainable, some may be more difficult to ascertain. However, consumers who desire to live eco-friendly lifestyles would appreciate further assurance, leading to brands adding traceable packaging solutions.

Trend - Businesses across the hospitality industry are investing in single-use paper-based cutlery. These cutleries are to be used in establishments or at home, and can be easily composted once used. This reduces waste in the home and reduces time spent cleaning dishes in high-volume restaurants or hotels.

Insight - While most consumers use reusable metal cutlery in the home, the norm for many take-out restaurants is to provide single-use plastic cutlery, which directly conflicts with the increasing number of consumers adopting eco-friendly lifestyles. These consumers vote with their dollars and prefer food brands with more sustainable solutions, whether it be where the food is sourced from or the packaging offered with the meal. As a result, brands are adopting compostable packaging and cutlery.

Trend - Corporations are launching DEI programs and initiatives designed to support the careers and lives of neurodiverse employees. These programs ensure equality in hiring patterns, resource access, and worker compensation. These benefit businesses by improving employee satisfaction and retention.

Insight - In the post-pandemic working world, employees have many options for workplace culture, such as finding flexible working hours, locations, or compensation. Employees each have preferences, such as wanting more flexibility or a larger wage. However, workers quickly leave jobs where they feel they do not belong, resulting in high turnover for less desirable workplaces. Companies are avoiding this fault by launching new DEI initiatives that, in addition to other protected classes, support neurodivergent workers.

Trend - Coffee brands are implementing regenerative farming practices to ensure that coffee farming has a positive impact on the surrounding environment. These farming methods result in cleaner coffee blends while improving animal welfare, worker rights, and surrounding ecosystems.

Insight - There is a growing market of consumers that are drawn to products that promote social good, whether it be related to working conditions, animal welfare, or environmental impact. These consumers prefer products with certifications on the label to ensure them that the products are supporting good causes.

Trend - Nonprofit organizations are looking to support the business endeavors of the LGBTQ+ community. In this space, various entrepreneurship resources, programming, and events are being directed toward overcoming barriers and getting ahead in industries.

Insight - Diversity and inclusion in all facets of life—from social circles to workplaces—are extremely important to contemporary consumers and as a result, many are advocating in favor of equality and opportunity for all. Given the many systemic barriers that are historically encoded into Western civilization, consumers are creating a demand for specialized resources that will support and assist in the growth of people who are part of marginalized communities.

Trend - Brands in the coffee space—ranging from quick-serve restaurants to direct-to-consumer retailers—are leveraging technology with traceability tools to provide consumers more transparency about their beans. This includes stating which farm the beans originated from and allowing consumers to verify that farmworkers were paid a fair wage.

Insight - Many consumers are now well informed about exploitative practices used to produce various crops. These procedures affect the community, the farmers, and the land in long-lasting ways. These consumers are passionate about sustainability and ethical labor and are looking to use their purchasing power to support brands that reflect these values. Brands that offer transparency in their supply chain will appeal to sustainable, ethical consumers.