Over a Third of Consumers Ignore Ads Due to Irrelevant Content Yet One in Four Pay Attention When Brands Adopt Localised Approach

·        More than a quarter (26%) of consumers pay attention to ads if the information is relevant to them and their local area 

·        Over a third (36%) ignore most ads they see on social media due to content being irrelevant to them

·        ‘Localism’ trend set to continue in 2021 and beyond with 28% of consumers more likely to shop locally following the pandemic

Nextdoor, the online neighbourhood network, reveals new insight1 into the ‘localism’ trend that is impacting the marketing world post-pandemic, with one in four (26%) more likely to pay attention to an ad if the information relates specifically to them and their local area. 

The study of 2,000 adults finds consumers across the UK are now engaging with their local communities as part of their purchase consideration, with 28% of consumers are more likely to shop locally following the pandemic.

The way people consume and engage with brands is experiencing a more permanent change than originally anticipated from the pandemic as word of mouth marketing such as personal endorsements are becoming the key entry point for a lot of consumers.

’Meeting consumers where they are and highlighting the positive impact of a national brand on a local level is all the more crucial for advertisers,’’ says Emma Mondolino, Head of Business Marketing & Strategy at Nextdoor. ‘’Those brands that make use of localised advertising opportunities will be better placed to offer personalised choices to consumers. This is where Nextdoor can make a real difference by quickly making that connection between business and consumers to help build a social and localised presence all whilst ensuring communication is familiar, useful and personal.‘’  

The rise of the savvy ad viewer   

Whilst hyper-local personalisation can be an integral way to stand out to consumers, people are also more aware now of the way brands advertise their products and services. A quarter (25%) of British consumers consider themselves savvy when it comes to ads and brand marketing. However, 81% admit they can’t tell when a brand is being authentic and honest compared to when they are just trying to get more sales. Subsequently, 36% ignore most ads they see on social media due to the content being irrelevant to them. 

“With these issues of brand authenticity in mind, agency media groups are increasingly taking a ‘responsible investment’ approach, for which Nextdoor is well placed to satisfy. By ensuring that media partners are a ‘force for good’, national brands can focus on the positive attributes they want to be known for on a local level,” adds Emma Mondolino. 

Conscious consumerism continues to drive support for local communities 

The shift toward localism is also driven by a rise in conscious consumerism, as people look to make ethical purchasing choices. 23% are more likely to shop with businesses which support their local community and 17% prefer to shop with brands that they consider to be adding value to their life and community. 

Almost a fifth (19%) state they are more likely to shop with a business that prioritises giving back to the country with a further 17% more likely to pay attention to an ad which highlights the positive work a business does for their local community. 

Paps Shaikh, Commercial Director at Nextdoor, adds ‘’Brands have the opportunity to stand out long term by making the most of this concept of local. Nextdoor helps provide creative opportunities for brands to share a national message with regional or hyperlocal personalisation ensuring that your brand message is welcomed.’’

For marketers, advertisers and enterprises who wish to find out more about localised marketing with Nextdoor, please visit https://business.nextdoor.com/en-gb/enterprise.


1Research conducted by OnePoll on behalf of Nextdoor. Total sample size was 2,000 18+ adults. Survey conducted online between 9th and 12th August 2021.

About Nextdoor, Inc.

Nextdoor is where you connect to the neighbourhoods that matter to you so you can belong. Our purpose is to cultivate a kinder world where everyone has a neighbourhood they can rely on. Neighbours around the world turn to Nextdoor daily to receive trusted information, give and get help, get things done, and build real-world connections with those nearby — neighbours, businesses, and public services. Today, neighbours rely on Nextdoor in more than 275,000 neighbourhoods across 11 countries. In the UK, 1 in 6  households uses the network. Nextdoor is based in San Francisco. For additional information and images: nextdoor.com/newsroom