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?

KEY STAT: Consumers care about brand values but have varying expectations of how companies should act on and communicate about them.