The Client
Declarative
the challenge
Distilling consumer sentiment in the post-COVID economy
INDUSTRY
Consumer Goods
objective
Social impact and shifting consumer sentiment
After the COVID19 pandemic, racial justice movements, and the Great Resignation, our team became interested in how consumer expectations and purchasing decisions might be changing based on perceptions of social values and interest in environmental and social good. The goal for this project was to understand how consumers research brands’ social and environmental impacts and, ultimately, how consumers decide which brands to interact with.
SOLUTION
Women at the forefront
We combined our collective expertise in data, design, and dynamic storytelling to develop a consumer insight survey and then narrate a story around its results that will resonate with brands across the nation. More than 850 individuals from across the U.S. responded to our survey. We found that since 2020, American consumers—especially women—have changed their behavior to support socially and environmentally conscious businesses.
We wove this data into a compelling narrative that brings fresh perspective to the broader conversation around female consumers, their purchasing power, and their desire for social and environmental impact. Then, we brought this data-storytelling to life on a new website, using a design strategy that seeks to portray a collective and individual focus on women.
“To understand the collective power of female consumers in the US is an opportunity to better understand the purchasing power and priorities of all families.”
—ELLESSE BALLI, DECLARATIVE CO-FOUNDER AND CEO
