Can Conscientiousness Conquer Convenience?

Though Americans are champing at the bit to get out and have fun, that doesn’t mean they’re less concerned about the societal impact of consumer choices. In our last report, we predicted that to survive in 2021 and beyond, it would be mission critical for brands to take a stand and express a clear mission, purpose, and strong core values to reach conscious consumers.

That trend has only accelerated in the past year, and shopping has quickly become a more conscientious experience. Shoppers are trying to patronize minority-owned businesses in a renewed movement against racial injustice while also trying to offset negative commercial and environmental impacts felt by the rise in ecommerce during the pandemic. As small business closures in 2020 surpassed historical averages by 200,0008, ecommerce sales grew dramatically, making up 14% of all retail sales (vs. 11% in 2019).9

In fact, 69% of Americans admitted in our survey that the convenience of online shopping sometimes stops them from supporting local businesses.

But people want to put in the work to be conscious consumers. Not only have searches for “ethical online shopping” grown 600% year-over-year, according to Google10 — many Americans have embraced more conscientious spending habits over the past year, including:

• Paying more attention to the ingredients in foods/personal care products (34%)
• Being more conscious of the environmental impact of products purchased (31%)
• Supporting local businesses more often (30%)
• Being more conscious of the political figures/policies supported by the companies they purchase from (28%)

But there’s still work to be done. Only 19% say they’ve started supporting BIPOC businesses more often over the past year, and minority business owners have disproportionately felt the effects of the pandemic, according to an H&R Block survey.11 As America returns to more in-person shopping without restrictions, these habits may change — especially as top retailers have doubled-down on commitments to sustainability and inclusion through initiatives like the 15 Percent Pledge.12

Bluemercury is among the many brands to have signed on to the pledge, and cites both a need to appeal to consumers as well as their own employees to be a truly mission-driven brand. “We are constantly listening to the internal conversations happening among our teams, in addition to what our consumers are telling us,” says Tracy Kline, Bluemercury’s senior vice president of marketing, merchandising and digital. “It’s important to constantly be listening to your consumers and what they would like to see from you, no matter how uncomfortable the conversations may be.”

The New Third Place

With renewed emphasis on gathering outside the home, third places — spaces outside the home or office — are quickly reestablishing their importance in 2021 and beyond. At the top of this list are shops, restaurants, and greenspaces.

When asked what they missed most about in-person shopping, Americans responded:

• Trying on/seeing products in person (34%)
• Browsing in stores for long periods of time (31%)
• Getting their purchases in the moment, rather than waiting for shipping (28%)
• Having a place to meet up with friends (22%)

The Hospitality Reawakening

COVID-19 thrashed the hospitality industry.

More than 100,000 dining establishments shuttered in 2020,13 while food delivery services saw a spike, driving $45 billion in sales and advancing the trend by two to three years, according to experts.14

But that strife also spawned some of the most visible innovation the industry has known in years, between expanded delivery offerings, ghost kitchens, and year-round outdoor dining. Our research suggests those innovations are here to stay.

An overwhelming majority (86%) of Americans hope outdoor dining remains as popular post-pandemic as it is now. And when it comes to what they most want to see in a restaurant or bar post-COVID, outdoor dining was again in high demand, alongside comfort and convenience:

• More outdoor dining space year-round (58%)
• Less crowded dining areas (57%)
• Walk-up windows for takeout (44%)
• Contactless service (41%)

The Great Outdoors’ Comeback

A desire to be outside goes well beyond a sidewalk café. Tired of the couch, Americans are turning back to the outside world more so as a place of play: a place to gather, relax, and try new things.

And the nation is eager to get back out there. Two-thirds (65%) say that COVID-19 has made them stir crazy from staying at home, and over half (56%) have money saved up that they intend to spend on fun activities this year.

In a post-COVID America, many plan on taking more time to enjoy nature, go out to restaurants, and shop in-person. It’s also inspired many to explore their own backyard — 65% say they’ve been inspired by the pandemic to travel the U.S., rather than other countries.

Nature has also become an essential part of Americans’ health and relationships:

People are seeing the value of the outdoors beyond the pandemic, even asking for their communities to up investments in green spaces. Eighty-six percent agree that we need to invest more in parks and green space, while 75% want more car-free streets in their cities to create outdoor space for communities.

Should Business Travel Come Back?

Following a year of shutdowns and restrictions, travel has seen a sharp uptick in 2021 — even in 2020, national parks like Yellowstone15 saw record-setting crowds, and sales of outdoor gear skyrocketed.16 In fact, 65% of Americans say that their lives just aren’t the same without it. But that increase is coming with its own changes.

A third of Americans say they are less likely to travel by plane in 2021 compared to pre-pandemic. On the flip side, 57% are more likely than before to travel by car. That said, with the rapid easing of COVID-19 restrictions, the aviation industry might not be in as bad a place as this suggests: ridership has skyrocketed, even surpassing 2019 numbers at the beginning of July.17

What’s more, consumer conscientiousness is reaching far beyond retail: 62% are concerned about the environmental impact of traveling. And while we can’t gauge exactly how much the last year’s drop in travel contributed, some estimate that U.S. greenhouse gas emissions fell around 10% in 2020.18

Business travel has also cut back almost entirely, and some experts say it may not even return to pre-pandemic levels. Even Delta Air Lines found that just about half of corporate travel managers expect business trips to be back to 2019 levels by 2023.19 This has huge implications for the travel industry: Though business travelers accounted for only 12% of airline passengers pre-pandemic, they accounted for up to 75% of profits.20

As Play becomes a larger priority in Americans’ lives, these trends will only intensify, increasing demand across the board for unique activities, new experiences, and ways to socialize.