Ipsos and Effie Report Reveals the Rise of the “Citizen Consumer”

Ipsos and Effie US have released Beyond Purpose: Inspiring Action Through Citizenship-First Marketing, a new report highlighting a significant shift in consumer behaviour with the rise of the ‘Citizen Consumer’ and the unique marketing opportunity it presents: using citizenship-driven marketing to foster positive change.

The new report, the first in Ipsos and Effie US’s new Dynamic Effectiveness Series, explores how many Americans are aligning their purchasing behaviour with their values and beliefs as citizens.

As a result, consumer and citizen hopes and fears are converging, giving rise to a new type of consumer seeking optimism and opportunities for positive impact: the Citizen Consumer.

The rise of the Citizen Consumer is driven by a desire for hope amid national and global challenges. This is creating a major opportunity for brand owners, the report reveals.

Brands that think beyond purpose and focus on creating positive change, with a citizen-centric marketing strategy grounded in proven advertising principles, will be best-positioned to tap into this wave of consumer optimism. 

Key findings:

• The Citizen Consumer is here: 70% of Americans now prefer brands that align with their values – a preference especially strong among younger educated consumers. This signals an opportunity for brands to better align with consumer beliefs, transforming marketing strategies to drive both social and commercial outcomes.
• Optimism as a catalyst: While 75% of Americans believe businesses have a responsibility to contribute to society, they also crave reassurance and positivity—79% say they want advertising to offer hope amid economic and social uncertainty.
• A shift from purpose to citizenship: An overwhelming 84% of consumers believe that brands can support a good cause and still be profitable. Effective campaigns are those that make clear, authentic connections between the brand’s involvement and the societal issue being addressed.
• Actionable change is essential: Successful campaigns demonstrate how brands play a direct role in solving societal challenges. Some 44% of Effie-winning campaigns use a problem-solution approach with a focus on clear, tangible results. Ads that present achievable actions see a +19% boost in effectiveness, particularly in areas like sustainability.

Pedr Howard, head of creative excellence at Ipsos US, said, “There’s a lot of opportunity for brands to make a real difference in the world. The key is, this is not just a Marketing play. You have to get out there and do something. Then, if you are genuinely making a positive change in the world, it might be fertile ground for Marketing, because people are more than just consumers. They are citizens and many of them do care.”

Beyond Purpose: Inspiring Action Through Citizenship-First Marketing is the first report in Ipsos and Effie US’s new Dynamic Effectiveness Series, an ongoing series that combines evidence on society, trends, and advertising effectiveness from Ipsos research with Effie’s marketing effectiveness database to help marketers build better campaigns.

Download the full report here.