Conscious Connsumer
Challenge
Combined ethnographic field research with a national quantitative survey to explore the attitudes, experiences, and priorities that shape Americans' purchasing decisions around "green" market trends.
Approach
Observe and interview 24 participants of different lifestages in three U.S. suburban markets while shopping, cooking, and eating, followed by a 2,007 person national study quantifying the findings.
Results
Our insights and deliverables described the key values and needs that drive Conscious Consumer purchases through a set of strategic design principles and high-level takeaways.
