Going mainstream: Diffusion’s 2021 Direct-to-Consumer Purchase Intent Index
Going mainstream: Diffusion’...
Subscribe to Newsletter

Going mainstream: Diffusion’s 2021 Direct-to-Consumer Purchase Intent Index

29 March 2021
2 min.
Going mainstream: Diffusion’s 2021 Direct-to-Consumer Purchase Intent Index

To say that 2020 has been tough for people and businesses is an understatement. Some have found, however, opportunity in the new social and economic dynamics of quarantine—and if we have learned anything over the past decade, it’s that retail always finds a way.

Since 2018, Diffusion has published an annual report on the state of consumer purchase intent as it relates to traditional retail and rising direct-to-consumer (DTC) brands. Trends in years past explored how the line between what makes a DTC brand and what makes a traditional retail brand have blurred to the point that they can become unrecognizable to the consumer.

In this year’s 2021 Direct-to-Consumer Purchase Intent Index, we explore similar models of purchase projection and traction made during COVID-19, the motivations (and barriers) for shopping DTC, grounds of market opportunity for traditional retailers and the importance of social activism.

Here are the quick hits:

Permeating mainstream consumer consciousness

Now, more than 2 in 5 Americans (43%) are familiar with DTC brands —being knowledgeable about at least one. Of those Americans with DTC familiarity, seven in 10 (69%) have made at least one purchase from a DTC brand in the past year.

DTC: the arbiters of cool

What’s the main factor driving DTC-familiar Americans to purchase from them over a traditional retail brand? Perception is driving purchasing – 44% believe DTC brands produce a higher quality product at a lower price point than traditional competitors—and nearly a quarter (23%) perceive DTC brands to be an authority of what’s cool and on trend.

But beware – 1 in 10 Americans with DTC familiarity are turned off from making a purchase if the company has been poorly covered in the media.

The importance of social activism

The Black Lives Matter movement has had an impact on American purchasing habits, but unfortunately has not pushed the needle enough. Americans still expect all brands, both traditional retail and DTC, to be responsible corporate citizens but they’re showing support on a variety of issues. Nearly a third (31%) of Americans reported intentionally purchasing more from brands demonstrating support for social and environmental issues (like the Black Lives Matter movement, sustainability, LGBTQ+ support and more) in the past year, with the highest rates among 18-34 year old adults at 48%.

Companies1 in the news

1 place


GlobalNY.biz Press Releases are the latest news from New York companies.
Official press releases of New York companies are regularly published on the resource. You can find out the latest news of enterprises in the corresponding section on the main page. Placing press releases is a traditional and effective way to promote your business. It allows organizations to announce themselves and their products and services to the widest possible audience. In this case, the informational occasion can be anything: attracting people to an event or conference, highlighting new products or personnel appointments. If you set a goal to draw attention to your information, then GlobalNY.biz will become your reliable assistant in this matter. Thanks to the portal, your press release will be seen by reviewers of leading Internet publications, clients and partners.
GlobalNY.biz allows representatives of companies and organizations in New York to independently post a press release when registering on the resource. The most important feature of GlobalNY.biz is that all publications of New York companies fall into the archives and will be available from the search for a long time. You just need to add the press release to the news feed.
GlobalNY.biz offers its customers a subscription service that allows companies to regularly publish press releases on favorable terms. In addition, the business portal makes it possible to more fully tell about the life of the company by adding photos and videos, personas and employee quotes. All information materials have active links and will lead potential customers to your resource.
Alena Potapova

Development Director
Died this year
Born this year