New research by ethical data sharing app Numerous suggests independent brands could be in line for a major post-lockdown boost with most consumers keen to support more ‘innovative’ brand names, especially those which share their personal values.

Two surveys* involving a combined sample of over 1200 consumers across the UK shows nearly 90% are keen to buy products from ‘exciting’, ‘innovative’ companies that are ‘doing things differently.’ More than 76% said they were keen to support brands which share their values while over 70% said they would reject those brands which do not.

The respondents also suggested a rising level of fatigue with many high profile brand names with more than 83% saying they see the ‘same old brands advertised again and again.’ 84% of those surveyed believe that new companies deserve a level playing field when they’re trying to grow; more than 83% said they’d welcome support to help them find innovative, exciting companies to buy from. Over 70% indicated they’d welcome their personal data being used to connect them to such brands.

The survey was conducted to gauge the level of public support for innovative independent brands, a key offering via the Numerous app which empowers consumers to benefit by consensually sharing their personal data within an ecommerce marketplace. The app, which has attracted over 7,000 users in its pre-launch stage, connects consumers to brands that are ideal for their needs, with a particular focus on quality, innovation and sustainability.

The research findings come as a number of strategic partnerships have been agreed between Numerous and several well-regarded independent brands and retailers including Know the Origin, a marketplace for the next generation of ethical fashion and lifestyle brands; Planet Organic, the UK’s first organic supermarket; and Assembly Coffee, a London-based independent coffee roastery.

Numerous is also disrupting its marketplace by introducing an increased 50% cashback offer for its users across all of its 1,200 partner brands, a rate that is significantly higher than any of its competitors.
Alex Heys, co-founder and Chief Marketing Officer at Numerous, said: “The findings of our survey highlight a huge interest in innovative and exciting brands which connect with core consumer values. The research also suggests consumers are tiring of some established brand names with a significant majority keen to see new channels to connect them with emerging brands.
“These findings should provide a boost for independent brands and retailers as they provide further evidence of changing consumer behaviour as we emerge from Covid-19. The fact that a significant number want share their data with innovative, exciting companies is also welcome news for the Numerous app as it links consumers to this increasingly valued marketplace.”