Purchase or Voting: Which Has a Greater Impact?
A purchase is not just a purchase when consumers believe they are ‘voting’ with their dollars. Consumers describe power in every purchase ranging from the routine (daily coffee, toilet paper, clothing) to the rarer luxury or big-ticket purchase (vehicles, home remodeling materials, vacations). Many consumers even believe their purchase voting has more impact on the world than their political voting.
Why?
Purchasing voting occurs with much greater frequency and money is power. With this in mind, consumers are becoming increasingly aware of who (and what) they are empowering with each swipe of the debit card.
That close to four in ten consumers (39 percent) believe their purchases have a greater impact on society than their vote is a powerful statement about consumer perceptions of using purchases as a means of action. Companies want to know where consumer priorities are, what consumers value and how they can win those value-laden greenbacks.