"Relating to or focusing on matters concerning a small community or geographical area."
At Goodery we think and talk a lot about what it means to be hyperlocal, and why it's more important now than ever.
The COVID-19 pandemic has been an exceptionally tough crisis for many people to weather, and the need to build more resilience in our local communities is vital.
But what is a hyperlocal marketplace?
And how can it be used for positive impact at such a critical time?
A marketplace that caters to the needs of a limited geographical area is a hyperlocal marketplace. Think of your local high street, or what it would have been like before supermarkets and large convenience stores appeared.
You would have had your local, butcher, fishmonger, baker, grocer and hardware store in one concentrated area, for all your essential, everyday purchases such as fresh fruit and vegetables, meat, fish and dairy, bread and cleaning products/household items.
These days supermarkets conveniently offer all of those items and more under one roof. But, we are starting to see a rising trend in the advent of conscious consumers, a gradual perception shift towards a rejection of large-scale, multi-national retailers that drive down profit margins on the produce they stock so as to undercut their competitors, and actively contribute to the damage being caused to our planet.
Now imagine you can buy all of your essential groceries online, whilst still supporting local, independent businesses, and in the most ethical way possible. At Goodery that is what we do, by using our hyperlocal marketplace e-commerce platform to connect local farmers, ethical businesses and conscious consumers to one another.
People buy from people
The COVID-19 pandemic has highlighted a greater need for local communities to come together and look out for each other. There has been a groundswell of support for local, independent businesses who have been severely impacted by the downturn in traditional footfall to their physical stores.
People have been shielding, or are anxious about leaving their homes to go shopping where they might come into contact with people who are unwell. So more people are shopping online as a result, which has lead to smaller businesses with minimal or no online presence suffering, and an increase in delivery lorries on the roads polluting our air.
But, many businesses have seen an opportunity to adapt to the growing demand for delivery and click and collect services, whilst still actively contributing to their local community and retaining their independent, grass roots ethos. So everyone wins!
As our economy continues to be impacted by the pandemic, we need to be looking for solutions on how small businesses can be more resilient so they can survive this downturn. We may be heading back into another lockdown situation like earlier in the year, what can we do in our communities to ensure more traders and producers aren't added to the long list of casualties already affected?
Vote with your money, and use it wisely. Look for ways to shop mindfully and consciously. Shift your habits towards only buying what you need, and sourcing it with care - focusing on locality in addition to convenience, as opposed to continued loyalty to large retailers that don't give back.
Supporting local businesses often means a higher quality of service and an enhanced feeling of positivity. Small, independent retailers love their customers and value them. And when the world feels like a scary place, that counts for so much.