Spotlight

What Values-Driven Consumers Really Want

Brands Should Skip the Gimmicks and Focus on Authenticity

Report by Dave Frankland  | Jun 1, 2022
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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
The Right Way to Engage Values-Driven Consumers
Insider Intelligence Interviews
Read Next
Sources
Media Gallery
About This Report
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.
Topics
Consumer Behavior
Consumer Attitudes on Marketing
Brand Marketing
US
Table of Contents
Executive Summary
Values Matter to Consumers, but Their Expectations of Brands Are Complicated
Values Alignment Presents a Potential Minefield for Brands
The Right Way to Engage Values-Driven Consumers
Insider Intelligence Interviews
Read Next
Sources
Media Gallery

Executive Summary

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?

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)
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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

    1. Executive Summary
    2. Values Matter to Consumers, but Their Expectations of Brands Are Complicated
    3. Values Alignment Presents a Potential Minefield for Brands
    1. The Right Way to Engage Values-Driven Consumers
    2. Insider Intelligence Interviews
    3. Read Next
    1. Sources
    2. Media Gallery

    Charts in This Report

    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)How Adults Worldwide Prioritize Price vs. Brand Values When Considering a Purchase, by Age, Aug 2021 (% of respondents in each group)
    How Important Is It to US Consumers that Brands Take Select Actions? (% of respondents, Oct 2021)

    Interviewed for This Report

    Joshua DuBois
    Gauge
    Co-Founder and CEO
    Interviewed April 12, 2022
    Drew Train
    Oberland
    Co-Founder and CEO
    Interviewed April 26, 2022
    William White
    Walmart
    CMO
    Interviewed December 3, 2021

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    authors

    Dave Frankland

    Contributors

    Patty Soltis
    Tracy Tang
    Senior Researcher