The trend: Social values influence the shopping behavior of two-thirds of US consumers, according to a 2021 McKinsey & Company survey. While this can present challenges for brands, it also provides an opportunity to show authenticity that can gain consumers’ respect.
Nothing is a no-no: Our recent Spotlight report finds that despite the difficulty in navigating social and political causes, brands will not fare well by doing nothing when big and controversial issues make headlines. That’s because consumers, employees, and investors want transparency.