There are no hard figures to quantify the numbers of consumers for whom buying local is a big deal. What seems apparent, however, is that a variety of concerns starting with environmental awareness are beginning to put locally produced goods and services on the list of factors consumers consider before making purchasing decisions.
Retailers and multinational consumer product manufacturers are aware of the burgeoning "buy local" movement and, as an article on AdAge.com points out, are paying close attention to the actions of so-called "locavores" ("buy local" proponents) to determine possible responses.
The "buy local" movement, according to the article, is not part of some anti big business campaign with socialist underpinnings. This time there are no calls for boycotts or large public demonstrations. Locavores simply spend according to their shopping values by patronizing hometown establishments and buying products made within a short distance of where they live and work.
Anne Bratz, who works with the Business Alliance for Local Living Economies in San Francisco, said, "We're kind of giving up on changing big business and instead are focused on taking the business away from it."
Proponents of the "buy local" movement have a number of studies they point to as reason enough for consumers to change their long distance shopping habits. A favorite statistic included in the AdAge.com report comes from the Andersonville Study of Retail Economics in 2004. It said that for every $100 spent in Chicago, $68 stayed at home if the purchase was made at a local merchant versus just $43 if the sale went to a chain store.
Grocers, even large chains, have been quick to jump on the "buy local" bandwagon with sourcing of products from local manufacturers and farms. Companies such as Wegmans go so far as to use in-store signage to identify the farm where produce was grown and when it was delivered to the store.
Supervalu has been among those promoting its local sourcing programs. Kristen Martin, marketing manager at the company's Sunflower Market division, told AdAge.com, "It really strikes a chord. The most average customer that you can think of is looking for this. It's not just a niche market anymore. It's the customer walking through any grocery store in America today."
Discussion Questions: What is your analysis of the "buy local" movement? Do you see this as being (becoming) more mainstream? Currently, "buy local" seems to be focused primarily on food. Do you see it being expanded to products beyond food?