• Infographic: Should Your Brand Take A Stand?

    A growing body of evidence reveals that consumer purchase decisions are linked to corporate values. Researchers found that 87% of consumers say they would purchase a product because a company advocated for an issue they care about, and more than three quarters would refuse to purchase a product if they found it supported an issue that was contrary to their beliefs. As brands are increasingly expected to take a position on social or political issues, they must be careful to choose positions and causes that authentically align with their practices, or risk being perceived as inauthentic.


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    Here are four facts you need to know about the effect of corporate values on purchase behavior:


    Business Leaders

    64% of consumers say CEOs should take the lead on change rather than waiting for government to impose it


    Reputation Matters

    Consumers expect corporations to lead by engaging in responsible business practices and say businesses should:

    1. Be a good employer
    2. Operate in a way that protects and benefits society
    3. Invest in causes and local communities
    4. Stand up for important social justice issues


    Hot Button Topics

    Topics consumers say companies need to address or take a stand on

    94% job/economic development

    87% racial equality

    84% women’s rights

    81% cost of higher education

    78% immigration

    76% climate change

    65% gun control

    64% LGBTQ rights


    Belief-Driven Buyers

    Consumers are increasingly buying based on aligned values

    67% bought a brand for the first time based on its position on a controversial issue

    65% will not buy a brand because it stayed silent on an issue it had an obligation to address

    60% say brands should make it easier for me to see what their values are when I am about to purchase

    53% believe brands can do more to solve social ills than the government

    46% think brands have better ideas for solving our country’s problems than government


    Contact us today to learn how our suite of experiential marketing services can help you communicate your brand's message to socially conscious consumers.