List of Social Factors for PESTLE

What is PESTLE Analysis in Marketing?

The letters of PESTLE represent the broad categories of a macro-environmental scan for marketing purposes. The letters stand for:

  • P = Political factors
  • E = Economic factors
  • S = Social factors
  • T = Technology factors
  • L = Legal factors
  • E= Environment factors

List of Possible Social Factors to Use in PESTLE Analysis

Here is a list of ideas and thought-starters to help you build out a list of suitable social factors for your PESTLE analysis. Scan through the list and choose the ones that are more relevant for your firm or industry.

  • Fast growing population levels
  • Stable population levels
  • Declining population levels
  • Increasing family sizes (more children per couple)
  • Decreasing family sizes (less children per couple)
  • Increasing marriage rates
  • Decreasing marriage rates
  • Increasing divorce rates
  • Decreasing divorce rates
  • Stable family structures
  • Fluctuating family structures
  • Accepting of same-sex families
  • Not tolerant of same-sex families
  • High life expectancy levels
  • Relatively low life expectancy
  • Relatively older average age
  • Relatively younger average age
  • Has strong immigration levels
  • Has low immigration levels
  • Has high emigration rates
  • Clearly defined social class structure
  • Relaxed social class divisions
  • Society enjoys a work-life balance
  • Society has a strong work ethic
  • Society has a live for today outlook
  • High levels of religious engagement
  • Low levels of religious engagement
  • A multi-cultural society
  • A mono-cultural society
  • A bi/multi lingual population
  • Positive attitudes to health and diet
  • People are generally open to new experiences
  • People are mostly closed to new experiences
  • Local brands are preferred by consumers
  • International brands are preferred by consumers
  • Multi-generation households are common
  • Both partners in the household have careers
  • Mainly males are the wage earners
  • Males and females have equal access to education
  • Males tend to have higher education levels
  • People tend to spend their disposable income
  • People tend to save/invest their disposable income
  • There is significant lifestyle diversity
  • Most of the population have similar lifestyles
  • Consumers tend to be loyal towards brands
  • Consumers are happy to switch between brands
  • Consumers are willing to spend money on luxury goods
  • Most households own a car
  • Most households cannot afford a car
  • Most people are environmentally conscious
  • Many people are socially conscious
  • There are high rates of crime
  • Older people prefer to remain in the workforce
  • Older people prefer to retire from work
  • There is financial equity between the generations
  • Financial wealth in concentrated in older people
  • People tend to quite social with friends
  • People tend to stay within their family circles
  • Authority figures are respected
  • Authority figures are treated with suspicion
  • Most people have open access to the internet
  • People have limited access to the internet
  • Home-cooked meals are common
  • Eating out of home is common
  • Religious diversity and choice is possible
  • There are restricted religious options
  • There is a good level of racial equality
  • There is a degree of racial inequity
  • Most people have a good level of education
  • Most people have limited formal education
  • Most people have travelled internationally
  • Most people rarely travel
  • Social media influencers are well regarded
  • Advertising is seen as credible
  • Most people ignore advertising messages
  • Local customs are common
  • Society adapts quickly to new products
  • Consumer buying habits are slow to change
  • People have a broad range of lifestyles (segments)
  • People tend to have a similar lifestyle (mass market)
  • High uptake of online shopping
  • Preference for in-store retail shopping
  • Reliance on online reviews of firms
  • Preference to deal with known brands
  • Change in clothes and fashion
  • Change in eating habits
  • Increased expectation for environmentally products
  • Shift to natural foods
  • Greater importance on health and wellbeing
  • Consumer preference to deal with start-up firms

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