Young Aussie Women Taking Christmas Goodwill To New Heights 

December 18, 2019

The festive season is typically a time for excess giving, with forecast retail spending estimated over $52.7 billion as shoppers around the country race to find gifts, stock up on decorations and food items. Yet certain Australians, specifically 18-39-year-old females (Millennials) are looking for alternative, more responsible ways of giving. 

A recent national poll by Colmar Brunton surveyed over 3,200 Australians online, and revealed young women are making a conscious choice to cut back on spending, consumerism and waste. Specifically, 1 in 3 Australians would like to buy fewer gifts, almost half (42%) would like to consider more practical or useful options and 12% expressed the desire to buy gifts that “give back”. 

With waste expected to increase by around 30% at Christmas time it’s not surprising to also see 27% of Australians would like to cut down on waste.

These intentions are being driven particularly by younger females, indicating a desire to play a more conscientious role during this coming festive season, said study coordinator from Colmar Brunton, Dr. Denise Hamblin.

“There are a growing number of Australian women looking for ethical alternatives at Christmas. Not only are they rebelling against the old ways of doing things but they’re driving positive change.”

“From our decades of research, we’ve seen a shift from Conformity Values to Rebellion Values attributed to finding a “better way” and driven by the younger generations,” said Dr. Hamblin. 

With more Australians aware of their impact, how can shoppers make ethical and sustainable decisions this festive season?

Rethinking how we give gifts

From fair trade jewellery, ethical homeware and eco-footwear, The Good Xmas Trail by  Australian B-Corp, Goodsmiths, aims to focus people’s attention on buying responsible and ethical products or experiences. 

Clifford Moss, Co-Founder of Goodsmiths said, “each and every one of us has the power to make a positive difference with every dollar we spend. We mustn’t underestimate the impact we can create with just a few conscientious purchasing decisions.” 

Now in its fifth year, The Good Xmas Trail is a curated catalogue of responsible, ethical and sustainable products and gifting options. Every product supports a wide range of organisations, large and small, who all share the same objective: driving ethical and responsible consumption at Christmas.

The Good Xmas Trail website features gifts, experiences and food and drink suggestions from quality businesses that exist to address a wide range of social issues, locally and internationally.

These include The Big Issue, CARE Australia, Mount Zero Olives, Ceres and Etiko. 

Every purchase from any one of over 50 products listed also has a positive social impact. Providing education to children in need, empowering women economically, combatting homelessness and tackling waste are some of the important causes supported.

“We are aiming to facilitate a culture of responsibility and inclusion, and ensure there’s a beautiful planet for future generations to enjoy,” said Mr Moss.