Consumers Value Values—and Their Loyalty Depends on Them

Personalized communications and gated offers transform purpose into concrete actions

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From eco-conscious shoppers willing to pay a premium for sustainable goods to socially minded customers who disavow brands over political positions, consumers have increasingly signaled the importance of tying purpose to their purchases.

Instead of ignoring these shifting consumer preferences, brands should take proactive steps to demonstrate their values to shoppers—and reward consumers for theirs.

In research by Edelman, consumers reported changing their purchasing behavior based on a brand’s response to pressing social issues. According to respondents, top issues include employee treatment (75%), climate change (64%), economic equality (60%) and racial justice (60%).



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