Vigilante Consumer

Long Term Forecasting

What is a Vigilante Consumer?

A vigilante consumer is defined as someone who "manipulates the marketers and the marketplace through pressure, protest, and politics" (Faith Popcorn). This trend of consumers taking action and holding companies responsible and demanding input within the marketplace. These consumers push for change within industries and show how we as consumers have power.

Accountability regarding sustainable, social, and ethical issues has already started to influence the fashion industry, and it will continue to do so as consumers become more vigilant, forcing companies to meet the demand. Today's vigilant consumer is actively calling out greenwashing and highlighting transparency issues within many company's claims. Ultimately, the vigilant consumer is reminding the marketplace who holds the power.

Forces and Trends Ranked

Save Our Society(1)- The save our society trend is the ideology behind the vigilant consumer. People are now deeply connected with the idea of "doing better" as a community. Consumers are more aware of social injustice and their impact on the environment.

Equality(2)- The social trend of equality is seen in many different ways. For the vigilante consumer equality is about the consumer having just as much as the producer. Consumers voices are now being heard and companies are taking action.

Sustainability(3)- Sustainability is a major factor for the vigilante consumer. Environmental issues mainly associated with large corporations have come to light in recent years. The vigilante consumer is protesting for change and more ethical practices within the industry.

Quantitative Data

• According to Forbes, a report showcased that 61% of Americans view diversity within marketing and advertising as important, while 38% of consumers felt brands were more trustworthy when their ads included authentic diversity -- not reinforced stereotypes.

• The First Insight surveyed different generation's preferences for sustainable retail. They found that 52% of Generation Z consumers prefer to purchase from sustainable companies, on par with millennials. Generation X surveyed a 54% preference and 44% of the Silent Generation said the same.

• With consumers, especially Gen Z, actively protesting and demanding change, their influence will continue to change the fashion industry. According to Insider, Gen Z’s influence is on the incline as younger individuals continue to enter adulthood every year. By 2030, Gen Z will represent 27% of the world’s income, and the cohort will surpass Millennials by 2031. As a result, the vigilant consumer will increase in popularity and brands will continue to feel the pressure.

Indicators and signposts to watch for

Gen Z- This young generation of socially conscious consumers has made major impacts on society. Gen Z uses social media platforms to spread awareness of the results of reform. There has already been great change through protests and boycotts. For example, many high fashion brands have called out for cultural appropriation and vigilante consumers are pushing back.

Eco-Friendly Footprint- Sustainable developments are being researched and implemented within the fashion industry daily. There are new ways to reduce waste with manufacturing as well as new sustainable fabrics (leather from mushrooms and fibers from spider silk).

Buying Power- Consumers are now gaining more buying power over companies due to technological advancements. Technological communications allows consumers to have more access to information and share that accordingly. This allows consumers to spread their opinions and ultimately impact the marketplace for brands.