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About
What Values-Driven Consumers Really Want
Brands Should Skip the Gimmicks and Focus on Authenticity
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?
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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.
authors
Dave Frankland
Contributors
- Patty Soltis
- Tracy Tang
- Senior Researcher
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