Consumers care about companies’ values, but they have varying expectations of how brands reflect these values. To navigate the polarized political and social landscape, companies need to begin with a clear understanding of their brand values, communicate with authenticity, and strike a balance between engagement, action, and restraint.
Values-driven consumers care about social and political issues. They are attentive, vocal, and energized, and they have high expectations for companies they patronize. While this presents a minefield for businesses, brands can meet the challenge with authenticity, consistency, and restraint.
Key Question:How can marketers attract and keep values-driven consumers?
KEY STAT: Consumers care about brand values but have varying expectations of how companies should act on and communicate about them.
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Table of Contents
Executive Summary
Values Matter to Consumers, but Their Expectations of Brands Are Complicated
Values Alignment Presents a Potential Minefield for Brands
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Attitude of US Adults Toward a Brand's or Company's Involvement in Social and Political Issues, by Generation, Sep 2021 (% of respondents in each group)
Attitude of US Adults Toward a Brand's or Company's Involvement in Social and Political Issues, by Generation, Sep 2021 (% of respondents in each group)
Attitude of US Adults Toward a Brand's or Company's Involvement in Social and Political Issues, by Generation, Sep 2021 (% of respondents in each group)