TABLE OF CONTENT
SCOPE AND THEMES
What you need to know
Consumer survey data
Commercial impacts on local living
Local good purchases may increase as farmers markets become more prominent
Figure 1: Number of farmers markets in the U.S., 1994-2012
Small business struggles may encourage consumers to do more to help
Figure 2: U.S. business firms with fewer than 20 employees, 2004-10
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Local marketers have a challenge to simultaneously position local involvement as conducive to community and personal gain. While helping the local and wider economy and supporting patriotic sentiments are leading drivers of living local, participation in the local market are unlikely to be completely selfless.
Whether focused on bettering their health or standing out among their peers, Americans who buy and act local are looking for some amount of self-improvement. Those who can meet both their personal and altruistic goals through community activism are likely to give it more value, and as such be willing to pay more of the associated costs.
Some questions answered in this report include:
- What motivates consumers to live local?
- Are local enthusiasts in search of status?
- What are the costs of living local?
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