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"How Can Brands Align with Consumer Values to Drive Sales and Loyalty?"

One of the top factors impacting brand loyalty is alignment with personal values, research has found. In fact, roughly 7 in 10 US adults either strongly (19%) or somewhat (50%) agree that they tend to buy brands that reflect their personal values, according to recently-released survey results [pdf] from Ipsos.

Alignment with personal values can mean a variety of things to consumers, a past study has revealed, include being respected, supporting good causes, making a difference, and equal rights.

The Ipsos data indicates that a substantial portion of consumers have taken action due to a company not reflecting their values. Within just the past 3 months, almost one-quarter (23%) said they had stopped using products or services from a company due to its stance on a particular issue. About one-fifth (21%) had stopped using a company’s products or services because of the company’s political leanings, and 15% had done so as a result of publicized protests and boycotts against the company.

That said, there have been some declines in negative attitudes towards these types of misalignments. For example, the 44% who said that they’re less likely to buy a corporation’s products or services if it takes a stand on a social issue that they don’t agree with represents a drop from 52% who concurred in mid-2023. Likewise, the 42% who claimed to be less likely to buy a company’s products or services if it took a stand on a political issue they don’t agree with is down from 48% in mid-2023.

Recent research has tracked a similar trend, with one study indicating that support has waned for companies taking a stand on current events, and another finding that among US CMOs, DE&I initiatives are on the decline.

Still, there have been slight increases in the shares of US adults who say it’s appropriate for any brand to take a stance on racial justice (45%, up from 43% in mid-2023) and who are more likely to purchase something from a company that has taken a public stand against racism (41%, up from 39%).

One other thing that consumers react negatively to is back-tracking. While down slightly from mid-2023, almost half (48%) of adults surveyed say that if a corporation takes a stand on an issue, it should stick by its decision, even it makes some consumers angry.

For more, check out the full survey results here [pdf].

About the Data: The results are based on a January 23-24 survey conducted among 1,118 US adults (18+).

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