Support values that consumers care about

New Ideas in MarketingEssential news for marketers, summarised by YouGov
June 03, 2021, 11:46 AM GMT+0 surveyed 2000 US consumers to reveals factors driving brand loyalty and consumers’ expectation from brands.

Around half of consumers want the “brands they use to feel like a best friend.” If consumers feel a brand does not know them, 44% would switch to another. Apart from great products and competitive prices, consumers expect brands to deliver personalised, human experiences.

More male consumers want personalised brand communication than women. Good customer service (84%), discount codes (79%) and improved ethics (70%) are among the factors that would increase the likelihood of consumers’ purchasing from a brand.

Support workers’ rights, be environmentally responsible and work to bridge the gender gap are some of the business ethics and values that Americans care about in 2021. Moreover, consumers are likely to pay up to 34% more to buy from a brand that supports their personal ethics and values.

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