Consumers Prefer Craft Items

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Consumers are looking for right-sized purchases and want to support small businesses rather than big brands, according to Mintel’s North America Consumer Trends 2016 report.

Consumers prefer mom-and-pop stores and handmade items, leading to growth in farmers markets and giving consumers the ability to learn more about the maker or the production process. Authenticity and morality are important to consumers, who are looking for businesses that stay true to the “soul” of their company.

“Mintel research shows 36 percent of U.S. consumers trust big companies to do this right thing, while nearly half [49 percent] trust small companies to do the right thing,” said Jenny Zegler, consumer trends consultant at Mintel. read more …