What Does 'Buy Local' Mean To Consumers?

To consumers in the U.S. and elsewhere, "buying local" isn't a top priority in and of itself, according to a new study from Communispace.

Instead, localism becomes an important part of a product's overall value proposition when it is perceived by consumers as a means of obtaining "a high-quality, cost-effective, safe and reliable product," sums up Manila Austin, director of research for Communispace, which employs private online customer communities to generate brand insights for marketers.
 
The firm used a multi-method online approach to explore the meaning of "buying local" to nearly 1,000 consumers from the U.S., Canada and eight other countries in regions around the globe.
 
The research confirms that consumers often see local origin or purchasing as a way to get certain product benefits, such as freshness, geographic convenience or good customer service, not just as a way to "do good." It also shows that consumers seek a sense of personal and civic connection to products, brands, manufacturers and retailers.
 
Other findings:

• Local is contextual. The definition of local changes depending on the country and the consumer's home setting (urban, suburban or rural, for instance), as well as on the individual's own buying needs and personal priorities.

• Local isn't just about food, or ecological altruism. Local purchases of many types of products and services strengthen ties to family and neighbors, as well as contributing to the community and the economy at-large by generating jobs and tax revenue.

• Connection is key. In a commoditized world, local buying can connect consumers to an authentic experience and ground purchasing decisions in a sense of history, tradition and community. Brands have an "enormous" opportunity to create this sense of connection by sharing their "stories" and history, as well as establishing roots in local communities, stress the researchers.

• Local is becoming a mainstream criterion for purchasing decisions. Consumers have a heightened awareness of how products are made and are taking a more holistic view of their purchases, the study confirms. They are considering "pre-point-of-sale" factors such as the origins of products' raw materials, where products are manufactured, and their carbon footprints.

Based on the research, the report offers several recommendations for marketers:

• Establish local roots. No matter how large the company, it can and must create a local presence -- not only through an operational presence and hiring practices, but by contributing to local schools and other causes and sponsoring community events.

• Flex to the context. "Most important, companies must remember to be flexible and consider the unique needs of the local community, wherever they are in the world," the report emphasizes. Brands must adjust their messaging, corporate giving and even manufacturing/distribution strategies within different markets.

• Focus on transparency and education. Companies need to be honest and open about their successes and challenges, and teach employees about the product's value proposition and life cycle so that they can, in turn, educate the customer.

• Don't let local stand alone. Promote the practical, tangible advantages of your product or service, in addition to appealing to altruism.