Family specialist PR and marketing agency, Azaria, has published the 2022 Family Report, revealing habits, views and behaviours of over 2,000 parents.
This year’s report shows that 86% of the parents surveyed are experiencing a significant rise in their living costs, but remain positive about family life.
Three quarters of those surveyed said they love brands that care for the environment, and actively seek out those which align with their values.
70% do less that a third of their shopping on the high street, while 44% said that free delivery remains a key factor in online shopping. Eight out of 10 parents said that they sometimes or always actively look to support small and local businesses. Over half (53%) say that they don’t feel loyal to specific brands.
Social media usage is still rising with 56% of parents saying they use social media more this year than they did last year, while six out of 10 of those surveyed said they sometimes purchase products after seeing ads on social media.
Amber Steventon, md of Azaria, commented: “As we head into our third year of living with the pandemic, it’s not a surprise to see that our UK families are relying on social media and digital marketing more than ever. Our research shows that 2022 could be a flipping point, where shoppers are now actively seeking/choosing products and brands that align with their values, as they look to preserving our planet for future generations.
“With just over 50% revealing that they are not currently brand loyal, there is clearly an opportunity for retailers and manufacturers to additionally benefit from converting these single purchasers into brand purchasers. Because we all know that in a crowded marketplace, loyalty matters more now than ever before.”
