The key consumer trends and insights influencing the Citizenship sector in 2017 – based on consumer research and analysis from behavioural insights practice Canvas8.

1. Behaviours impacting
CITIZENSHIP

2. A highlight of key insights and innovations impacting
politics, activism, and charity over the last six months.

3. 1 DEMANDING
DIVERSITY
3 EARLY
STARTS
4 LOYAL
LOCALS
5 INDULGENT
ETHICS
2 FIGHTING
TALK

4. Eating and drinking / 1
1 DIRTY DINING
People don’t always want to eat clean1 DEMANDING DIVERSITY
People expect to see diversity everywhere
People no longer see fair cultural
representation as a plus, but as an essential.
With Gens Y and Z leading the charge for
inclusivity in the workplace, on store shelves,
and on TV and cinema screens, how are
brands and employers demonstrating their
commitment to diversity?
Citizenship Behaviour

5. Eating and drinking / 1
1 DIRTY DINING
People don’t always want to eat clean1 Being
With half of Gen Zers wanting to see
‘someone like themselves’ in branded
messaging, and 77% preferring ads that
show real people in real situations, this
diverse cohort is driving major change in
the beauty world – and body care brand
Being is at the forefront of appealing to this
desire for inclusivity.
Citizenship In practice

6. Eating and drinking / 1
1 DIRTY DINING
People don’t always want to eat clean2 FIGHTING TALK
People are going online to demand
accountability
As the Harvey Weinstein scandal spread
across Hollywood and into fashion, sport,
and art, women began to speak out about
their own experiences of abuse via the
#MeToo hashtag. Through social media,
they’re making it clear that they won’t
accept a regression into the misogynistic
ways of old.
BehaviourCitizenship

7. Eating and drinking / 1
1 DIRTY DINING
People don’t always want to eat clean2 Civi
Two-thirds of Americans are stressed
about the future of their country, but being
politically active – from reading bills to
contacting Congress – can be confusing and
time-consuming. Civi aims to simplify things
by letting users have someone call their
representative about an issue on their behalf,
streamlining how they get their voices heard.
Citizenship In practice

8. Eating and drinking / 1
1 DIRTY DINING
People don’t always want to eat clean3 EARLY STARTS
Children are being introduced to social
issues early in life
Having grown up with the internet at their
fingertips, Gen Zers are developing an
active interest in social issues ranging from
environmentalism to sexism to animal
cruelty. This early exposure to global
matters is impacting their values, and
brands and media producers can have a
major influence.
Citizenship Behaviour

9. Eating and drinking / 1
1 DIRTY DINING
People don’t always want to eat clean3 Queer kids stuff
With LGBTQ kids experiencing more
bullying, risky sexual behaviour and
higher suicide rates than their non-LGBTQ
counterparts, educating young people
on LGBTQ issues is more important than
ever. So, how is Queer Kids Stuff and other
brands getting the message across?
CitizenshipCitizenship In practice

10. Eating and drinking / 1
1 DIRTY DINING
People don’t always want to eat clean4 LOYAL LOCALS
People are tackling issues close to home
Feeling overwhelmed by the sheer scope
of problems such as climate change and
the immigration crisis, people are focusing
their charitable attentions closer to home,
investing time and money in local causes
and tackling issues related to their own
families or community.
Citizenship Behaviour

11. Eating and drinking / 1
1 DIRTY DINING
People don’t always want to eat clean4 Buy the block
Around a fifth of African Americans say
that when it comes to investments and
financial planning for their family’s future,
their knowledge is lacking. Crowdfunding
platform Buy The Block is tackling this
problem by helping them easily invest in
real estate and support their community in
the process.
Citizenship In practice

12. Eating and drinking / 1
1 DIRTY DINING
People don’t always want to eat clean5 INDULGENT ETHICS
People are making activism more luxurious
Sustainability has become a sought-after
credential among luxury shoppers, with
78% of people in the US saying they feel
better when they buy sustainable products.
As a result, brands and consumers alike no
longer feel like they have to compromise
when it comes to ethical luxury.
Citizenship Behaviour

13. Eating and drinking / 1
1 DIRTY DINING
People don’t always want to eat clean5 Rombaut
A global rise in veganism isn’t just
impacting food producers and
restaurants – the desire for animal-free
products is also filtering into fashion.
Sneaker brand Rombaut is combining
high-end aesthetics with ethical activism,
catering to people who want their
purchases to reflect their values.
Citizenship In practice

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