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 UTC

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.

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