The SHIFT Report looks collectively at sustainability, brand, lifestyle, culture and media.
All of the inputs into The SHIFT Report’s quantitative study are informed by preliminary qualitative research and are neither arbitrary nor assumed. This quantitative research is a validation of qualitative consumer and cultural insights and represents the most cohesive set of intelligence on people’s attitudes and beliefs around environmental, social and spiritual issues and how these connect to lifestyle choices, brand relationships and purchase decisions.
The quantitative research is based on data and insights from Ci’s The SHIFT Report’s annual online survey of 5,000 North American (US/Canada) general population adults, when we also update our Sustainability Passion Index consumer segmentation model. The results are nationally representative of the North American adult population, tested for significance at a 95% confidence level (1.5% margin of error).
The ongoing study represents an up to date look at the general North American population but is structured to offer the chance to look at specific audience sectors – from trendsetters to local business owners to home renovators to CEOs – by age, gender, geographic region and other factors, to understand the sustainability, brand, media and lifestyle values, preferences, and behaviors of these particular groups.
