Personal Benefits of Supporting Local Business

A recent report from American Express suggests for every $100 spent in a locally-owned business, $60 stays within the immediate community. Local consumerism is a conscious choice (not always the cheapest or most convenient) for many people. Some of my favorite local companies are Linda's Gifts, San Diego Hat Co, Macbeth, and Toe Sox.

American Express Identifies 'A New Era of Pause and Purchase' With Five Key Trends Driving Consumer Spending in 2011 and Beyond

• Report finds locally-sourced goods, digital shopping and "Give-a-nomics" are among top trends re-shaping the American consumer
• More than half (54%) of Americans said they try to support their local economy
• Over a third (38%) of Americans equate being good and ethical to quality of life, far higher than being rich (5%)
• 41% of Americans cite internet accessibility as the biggest factor affecting spending habits in years to come.

The key trends that are shaping American consumer spending today were identified based on a combination of consumer survey data, expert interviews and qualitative research that form consumer case studies:

1. Rurbanism
Urban consumers report that they are shifting their habits towards those of their rural neighbors, seeking more local, home-grown and community-focused interactions, both in-person and online. These "rurbanites" buy to be part of their local community and are shopping for more sustainable products that protect the environment.

• 31% of survey respondents say they want to be part of their local community so they purchase from more local brands and vendors
• 55% of consumers are concerned about the quality of products over quantity
• More than half (54%) of Americans said they try to support their local economy

2. Give-a-nomics
Consumers are choosing purchases that allow them to give back to charity, preserve the environment or help their communities. They are increasingly expecting brands to be socially responsible, and are looking for ways to make their everyday purchases count.

• 83% of Americans wish more products, services and retailers would support worthy causes
• 36% say they expect brands to be ethical
• 30% expect brands to be environmentally friendly