Trends Report

The Values-Motivated Consumer

How Social Values Shape Brand Choice And Engagement Among US Consumers

October 26th, 2021
With contributors:
Mike Proulx , Alex Schanne , Anjali Lai , Rachel Birrell


Marketers still don’t understand a lot about the extent and nature of those consumers who actively make brand decisions based on their social values. The trade press is rife with examples of consumers demanding brand activism, yet there’s little evidence that consumers reward brands for their values-based actions. This report takes a data-driven look at the size and characteristics of the values-motivated US consumer segment and provides guidance to B2C marketers on how to rethink their brand strategy with this group of consumers in mind.

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