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2021 Consumer Trends: Self-Care Enthusiasts, Empowered Activists

November 2021

The pandemic has changed the ways we work, shop, play, learn, and communicate. Consumer behaviors have evolved to reflect new attitudes and values—and ultimately, new shopping expectations and patterns.

By analyzing Microsoft first-party data and diving deep into consumer research, we've identified two new growing consumer personas: the Self-Care Enthusiast and the Empowered Activist.

  • The Self-Care Enthusiast is a shopper who is interested in spending time where it matters most—whether that be with family, on mental health, or in physical activity. They seek out brands that enhance and reflect their physical and mental well-being.
  • The Empowered Activist is the consumer who votes with their wallet by purchasing from brands that align with their own values. They seek brands that are eco-friendly, inclusive, ethical, and small-business oriented.

We are sharing these new consumer trends and more in this eBook to provide you with a deeper understanding of changing shopping behaviors across industries and categories. In turn, we hope these insights can help you grow your business.

 Download the eBook