Why Read This Report
Consumer decision making is changing: Shoppers increasingly evaluate products and brands based on a company's ethics and values. Empowered customers, marked by their sophisticated digital behavior, online resourcefulness, and drive to do business with emotionally enriching companies, demand transparency around company values and have thus created a new dimension for brand competition. Here, we apply Forrester's Technographics 360 methodology to distill when, why, and how company values sway US consumers' purchase choices.
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