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However, Blis’ survey also revealed that 22% of people don’t care about brand values.

This piece talks about the most important values for brand selection among US adults. Though authenticity and transparency are valued the most at 41%, sustainability is valued by 21% of respondents.

Community involvement was valued by 9% of the people, while 22% of the respondents indicated, “I don’t care about brand values”. Even so, Blis’ insights manager Mariana Fletcher believes that brands could still influence the latter group with “purpose-driven campaigns with the right message”, or emotional messages.

61% of respondents also said that a brand’s advertisement should not reflect their political beliefs. This view was most pronounced among the 45+ age group. Further, nearly 80% of adults reported their loyalty towards their favourite brands has not changed over a three-month period.

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