84% of consumers believe that a brand's trustworthiness is important

New Ideas in MarketingEssential news for marketers, summarised by YouGov
December 20, 2021, 9:35 AM GMT+0

Socially responsible spending in 2021 increased 25%, according to the annual Conscious Consumer Spending Index (#CCSIndex).

64% of consumers indicated supporting socially responsible brands in 2021, and 36% will spend more on goods and services from socially responsible brands in 2022. However, 83% of consumers stated that a company’s treatment of its employees amid the pandemic will impact in consumers’ decision to support the brand.

In addition, 84% said that a company’s trustworthiness is important. Moreover, 76% of customers believe it is important for brands to have a positive impact on society and the environment.

One out of every four customers claimed that their income and/or overall well-being deteriorated due to COVID-19. 45% are investing more in health and wellbeing. In 2021, the political environment, violence, crime, and the economy are the driving forces behind consumers' pessimism.

Discover the top organisations in your market and industry that have customers buzzing using YouGov BrandRankings.

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