1 minute read
THE FUTURE
Value Driven Consumer
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Brands are no longer safe as consumers force them to expose their ethics and beliefs. This is a result of the value driven consumer who specifically looks for brands who show the same moral values as they do. A study by Forrester’s Consumer Technographics revealed consumers are becoming more aware and sensitive to social issues with 52% of 18+ US online adults considering themselves to environmentally conscious and 32% regularly following politics online (Lai, 2017).
Therefore, as the trend Diversity and Inclusivity continues to grow along with consumers need for brand transparency, in order to be successful, brands must transition their ideals from a mission to a value – putting ethics at the heart of their brand.
