While several studies show that it takes between 21 and 66 days to adopt a new habit, we wanted to find out more at D+37.
Quantitative survey of 400 people representative of the French population using the quota method, under the Cawi system. Fieldwork from 14 to 20 April 2020. This quantitative study completes our article "Brands: how to capture the incredible demand for empathy from the French" published at the end of March following the analysis of our digital community currently underway.
The results of this study may not be quoted without the words "Adwise study on the new state of mind of the French - April 2020".
To summarise,
-A a strong desire to consume differently (81%), distinguishing between the essential and the superfluous (89% - of which 38% completely agree). In particular, it's a call to de-consume, anti-waste and do-it-yourself, and thus a thinly veiled criticism of the industrial and globalised dimension of consumption. On our digital community, one participant tells us: "Do I want to buy a T-shirt that has been manufactured in deplorable human and environmental conditions, shipped to me from the other side of the world and then delivered to me despite the ongoing health risk?.
-In this respect, the desire to consume more local (88%), with an emphasis on short circuits (86%) supports this analysis, which also reveals that the French are more likely to be interested in 'small' brands than in large ones (71%).
-As a result, the French origin products appeals to 4/5ths of French people (87%). One participant told us: ""I'm going to pay more attention to where what I buy comes from. I'm going to pay more attention to where what I buy comes from. To support the economy here and not be so dependent on distant countries".
–Brands are still finding it hard to convince of their ability to ensure a better world (47%); and yet this is where the French expect them to be (92%). One participant said: "I've had enough of brands that over-produce at the expense of workers and that also offer products for a certain type of person, excluding anyone who doesn't fit the mould. I want to consume brands that pay attention to the world they live in".
-La solidarity (91%), the transparency (90%), preserving health capital for employees (92%) and for the planet (90%), taking account of the local production fabric (92%), providing the security - in a nutshell, be a key player in civil societyBy committing themselves to the collective good, they are now going beyond expectations of speed of delivery or anticipation of expectations. One participant concluded: "brands must make commitments, show solidarity and protect their employees"..
Read our article on this new way of thinking.
