CWAC Business plan CWAC Business Plan Mollie Pearson | Page 27

The consumer tribe ACTillennials stems
from the LSN tribe “New Millennials”.
LSN states “Globally, there are more
new millennials than baby boomers-
2.3bn new millennials compared with
1.3bn baby boomers”. These consum-
ers are all about activism and giving
back to the community. LSN describe
them as “taking a local rather than
global stance on issues that affect
them”. They recognise all social issues
and fight for equality. Furthermore, LSN
adds “They are creating a new way of
communicating and protesting, using
the internet, social networks, blogs and
flash mobs”. Following from the key
drivers of social issues rising and online
activism rising, ACTillennials are the
product of a changing world demand-
ing more from brands as said in ad
week “Consumers want the companies
they support to harness their power
for good, not lay back and let injustic-
es happen” (Swenson and Swenson,
2018).
See appendix 2 for consumer profile
snapshot using the Family Cycle, The
27
Adaption Process by Evertt Rogers,
ACORN classification, Values and
Needs by Rokeach and Customer Seg-
mentation.
See appendix 4. When considering
Maslow’s hierarchy of needs CWAC
falls within the esteem category. When
consumers leave CWAC or donate they
will feel a sense of achievement and
self-accomplishment, that they have
done their part for charity and helped
others.
See appendix 3 for consumer profile.