Shopper Persona: Cause-Based Consumer

May 2, 2023

Shopper Persona: Cause-Based Consumer

In our recent Consumer Product Content Benchmark Report, we asked 1,650 respondents across the US and Canada to identify their shopper persona. This blog series has dove into the data and habits and each persona.

Explore the other shopper personas here:

In this final entry of the blog series, we’ll explore the Cause-Based Consumer.


The Cause-Based Consumer – favors brands who support social or cultural issues that reflect my values.


6% of survey respondents identified as a Cause-Based Consumer. As the smallest subset of shoppers, many of the qualities of Cause-Based Consumers are similar to the larger respondent pool.

Much like the general public, 38% of Cause-Based Consumers were affected by inflation and 55% have stopped purchasing nonessential goods in response. Of the purchases getting axed, 66% were clothes and accessories.

When researching product content, 57% of Cause-Based Consumers are spending more time to ensure that they actually need or want the product before purchasing. For major online purchases, Cause-Based consumers are researching 2-3 websites (65%) and 2-3 products (55%).

They are increasingly shopping online – 74% have purchased something online in the past 12 months that they previously only ever bought in store. They trust major retailer sites selling products from multiple brands the most in comparison to all shopping avenues.

When it comes to product detail page (PDP) features, Cause-Based Consumers seek lots of different things. 45% look at product reviews most often out of all features. The most crucial feature to this shopper group is the inclusion of ample, high-quality images. Their biggest pet peeve is too few images. 59% of this group have scanned a QR code in store and most have used and are satisfied with product bundling services.

Even cause-focused shoppers are not always satisfied with their purchases. 65% of this consumer type have made a return/refund in the past 18 months. 54% of the returns were for clothes and accessories and 73% of respondents blamed inaccurate or misleading product content.

To learn more about shopping habits and get a full dataset, download our Consumer Product Content Benchmark Report here.