by Valuing local origins to support local community as well as reduce environmental impacts
“Local Preference” is the first of three emerging need states at the core of fifth meta need “Community First” in ConsumerShift.
These consumers will demonstrate their community support by spending their time and money within the community, where possible. They put a great value on relationships, and their core needs are friendship, social contact, and closeness to people. They see spending money within the community and supporting local businesses as an investment. They also see it as a reward to their friends and colleagues, and expect that their support of local offerings will benefit the larger community. They may pay a bit extra for something at the local hardware store instead of saving money by shopping at the big national or multinational chain, particularly if that chain is seen as taking profits out of the local community and not doing enough to give back. Similarly, if they are inclined to do volunteer work, they will seek out local options where possible, again seeing this as an investment that will enhance the community and create a better life for themselves as well.
Another driver is a feeling of the global community and economy increasingly being at risk. A sense of limits to growth and expansion gives way to a sense of constraints, and a personal need to scale back one’s lifestyle. They are worried about the interdependence and fragility of the global economy and see it as a wise course to help develop local options. There is a slight retreat from participation in things global. This downsizing is also driven in part by the idea that shipping goods and services across the globe is an environmentally questionable practice. Buying locally is seen as better for the environment, even if there are instances where this is not the case. Andy Hines
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