Biofore-Magazine-2021
By Maria Stambler Photography Getty Images
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FACTS AND F IGURES
7
Breaking down our online habits
We spoke to consumers from around the world to find out how social media impacts their purchasing decisions. Harnessing social media for good
WHO ARE WE?
WHO IS NEXT?
A recent report by Deloitte revealed that social media has a significant influence on people’s purchasing behaviour: consumers who are influenced by social media are four times more likely to spend more on purchases, while nearly a third of consumers are more likely to make a purchase on the same day they are influenced by a social media post. But such levels of consumption leave behind a sizeable carbon and environmental footprint. So, what exactly is the link between social media use and consumption and how can social media in stead help to create amore sustainable environment? Instant gratification Consumers of all ages admit to having their consumption behav iours shaped by social media platforms. Miami-based real estate agent Elina Kislyanskaya , 32, is an avid Instagram user who recognises the impact social media has on her consumption habits. “The content is curated towards what I would find appealing and it’s all very easy: with a click of a button, you can buy some thing. It doesn’t feel like you’re spending real money, and some thing arrives at your door almost instantly. I know this is bad for the environment, and buying more means more packages are be ing delivered tome,” Kislyanskaya says. She adds that social media further contributes to overcon sumption by encouraging users to follow and keep upwith trends that come and go very quickly. On the other side of the world, the power of influencers is get ting bigger. “Of course the power of influencers also impacts Western countries but in Asia, especially in younger age groups, this effect shows more because these are collectivist countries. Asian coun tries' younger generations admire someonewho theywant to be,” says Hyun Min Kong , visiting professor at Hongik University. The researcher adds that SouthKoreahas thehighest active so cialmedia users, andEasternAsian countries have the highest so cial media penetration rate in the world. In South Korea, people of all ages mostly use a social media app called KakaoTalk, while YouTube, Instagram, TikTok and BAND are also popular with younger people. So, when they see products that their influencer wears, they purchase the product instantly, Kong says. Making smarter choices Nir Eyal , an expert on behavioural design and a best selling author, believes that the influence social media have on people’s buying behaviour is not completely negative.
“Before social media, we had models on TV telling us to buy something,” Eyal says. “We still have that, but now we have a bunch of comments from other users warning us against buying it if this product is bad or if it’s a scam. So, in a way, social media is actually better at helping people not buy stuff because it’s in teractive.” This has been the case for Christian Napolitano , 31, an asso ciate creative director at an ad agency inNewYork. “Instagram has become a way for me to keep current with the brands, bands and shops I want to support. Instead of wasting time browsing the web to randomly shop, I can open it and find a new post about a product from a smaller boutique and make a purchase withinminutes,” Napolitano says. The platformhas also enabled himto discover brands with sus tainability or altruistic purpose as their core values. The same can be seen in Asia, Kong adds. “Generation Z is paying attention to social issues and trying to make a change. They use social media themost and are starting to make smarter purchase choices. Channels such as Instagramand YouTube are their information sources at the point of purchase,” Kong explains. Living more sustainably Marnie Carroll and Lauren Callaghan , the couple behind the @better_human_project Instagramaccount andwho live in Bris bane, Australia, admit to being influenced by what they see on so cialmedia. However, they are using their own account to promote sustainable consumption. “As a family that has been trying to live more sustainably and reduce our consumption for a few years, we find that sponsored adverts on social media usually do not influence our buying habits – unless the advert is completely on point with our values and lifestyle,” Carroll says. In their view, their approach sharing their experiences and thoughts about living more sustainably on social media has at least somewhat influenced their family, friends and followers to becomemore conscientious consumers. “To the extent we are ‘eco-influencers’, we try to be very trans parent and only share products that we love,” Carroll concludes. “Generation Z is paying attention to social issues and trying to make a change. They use social media the most and are starting to make smarter purchase choices.”
Boomers Born between 1946 and 1964
Gen X Born between 1965 and 1980
Millennials Born between 1981 and 1996
Gen Z Born between 1997 and 2012
Gen Alpha from 2012 onwards
HOW WE CONSUME? %within the group
61
56
51
51
49
48
41
39
36
36
31
32
31
30
29
28
28
26
26
26
26
22
20
15
Exposed to brand ads on social media
Exposed to brand ads on TV
Get brand recommendations through word of mouth
Use social media to research a particular brand
Use search engines to research a particular brand
Get brand recommendations through social media
WHAT ARE OUR FAVOURITE APPS? %within the group
64
64
63
58
57
56
53
53
49
41
38
27
25
23
21
20
18
15
12
6
Snapchat
WHO ARE WE LISTENING TO? %within the group
40
33
31
30
28
27
28
23
23
22
20
16
14
10
9
4
Influencers
Actors, comedians, performers
Gaming experts or studios
TV programmes
Source: Global Web Index
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