Trends Report

25% Of Firms Will Lose Over 1% Of Revenue By Responding Poorly To A Social Issue

October 29th, 2019

Summary

55% of US consumers would rather buy from a brand that reflects the customer’s personality. Bank of America, KLM Airlines, Salesforce, and Walmart have recognized the power of values-based consumers (VBCs) and responded with substantive action. Firms that ignore values-based consumers or earn their loyalty with half-hearted efforts will face unprecedented revenue loss. Attendance at SoulCycle dropped 6% per week after it was revealed a top investor hosted a reelection fundraiser for US President Donald Trump.

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