Consumers continue to find their own community solutions and initiatives, but proactive businesses are becoming part of the local, social fabric too.
Brands hero the local origins of their products
Greater pressure for businesses to give back, charitably, to communities at the source
Telling a story about local source doesn’t cut it; businesses and brands are expected to develop skills and economies at a product’s source
Local action evolves as brands facilitate community initiatives and autonomy
How is this manifesting?
Through the eyes of our StreetScapers…
“Local ethical concerns are still largely unattended, UAE is mostly built on international concepts and franchises and aspirational attitudes, there will be trickle down effect from trends in the west.”
"In the US hyperlocal marketing allows brands to communicate to a group of individuals with similar interests in a specific community or neighbourhood. Mondelez’s brand, Ritz Bits, recently sponsored over 1,000 youth soccer teams across the US and built positive relationships with team parents in the process."
47% of 21-38 year olds actively buy from smaller brands as it allows them to support local entrepreneurs (vs 40% of 38-53 year olds)
Unilever is proof that huge multinational businesses can build local economies too
Unilever have committed to donate 50% of the profits from their Growing Roots urban farming initiative.
Patagonia Action Works – networking activists and facilitating local action
Patagonia copy media headlines onto the platform, next to a button saying ‘What Can I Do?’