Socially-Conscious Shopping Behaviors Continue to Rise: Boomers Seek Authenticity and Relevance; On-line Home Décor Shopping is No Exception
The continued rise of socially-conscious behaviors is noticeable across generational market segments, according to a recent survey by bluedango. Boomers, in particular, feel a sense of responsibility to make the world a better place. Authenticity and relevance make on-line home décor shopping experiences more meaningful, shaping the purchasing behaviors of Boomer shoppers.
Dallas, TX (PRWEB) June 18, 2008 -- Consumers continue to become increasingly aware and socially-conscious in their shopping behaviors. Boomers are no exception. A recent survey of 30,000 Boomers and Matures indicates that almost three-quarters (70%) of Boomers say they feel a sense of responsibility to make the world a better place and that they are seeking authenticity and relevance in products they buy. According to bluedango.com Owner Amy Milligan, Boomers are highly motivated by social consciousness and context in evaluating products for purchase.
With socially-conscious shopping on the rise, bluedango recently launched their custom-designed website to serve the on-line consumer seeking culturally-inspired home décor. The company's offerings are produced according to fair trade standards. "I was surprised by the level of interest Boomers expressed in the artisans' stories," said Milligan, who conducted one-on-one interviews with potential on-line customers, prior to the website launch.
One interviewee, a 46 year-old female said, "I'm so glad you're going to tell their stories. I think it's wonderful what these women are doing and how you're putting it together to benefit them. Having supported my children by myself, I know what it's like to have to support yourself and your family."
"We listened to our potential customers and incorporated details about the artisans and their stories throughout the website to enhance our customers' experience," Milligan said. The bluedango.com site features the stories of the artisans producing the home accent collections and highlights the positive impact customers can make. The continued rise of socially-conscious behaviors is noticeable across generational market segments as it relates to the on-line customer. With increasing socially-conscious behaviors, Boomers in particular are seeking authenticity and relevance to make modern, on-line shopping experiences more meaningful.
The research report, It's Good to Be Green: Socially Conscious Shopping Behaviors Among Boomers, was released by AARP Services Inc. and Focalyst, in December 2007 and is available on-line at http://www.aarp.org/research/reference/boomers/green_boomers.html.
About bluedango:
Based in Dallas, Texas, bluedango is an on-line retailer specializing in pottery, ceramics, and home décor accessories designed by international artisans. The bluedango.com website offers culturally-inspired products produced according to fair trade standards. The company's product offerings create opportunities for artisans and communities around the world. For more information about bluedango's products and artisans, please visit http://www.bluedango.com or contact Amy Milligan at (214) 298-1284.
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