Trend Alert: Consumers Crave Brands That Mirror Their Values

Marketers always ask themselves this crucial question: Do their brands reflect what consumers care about? Our new Ipsos Global Trends study highlights the importance and the relevance of this question today across the markets:

✅A whopping 69% of consumers are more likely to purchase from brands that align with their personal values.  This trend has skyrocketed by 16 percentage points since 2013, showing just how important values-based branding is becoming.

✅Why is that? In a world flooded with information and even disinformation, people crave authentic messages from trusted sources. And brands are becoming extensions of our own worldview and values. To earn people’ trust, brands can figure out where it’s best to lean into values, and when to simply serve the consumers who just want the benefits of product.

✅But hold on, getting the basics right is still crucial!  Product quality, excellent service, and user-friendly packaging remain non-negotiable.

✅However, when choosing between two equally strong products, more and more consumers are opting for the brand that resonates with their personal beliefs. This means your brand's values can be just as important as the product itself! If not more 💡

🛒The brand Liquid Death (suggested link Murdering a market with daring distinctiveness: Liquid Death - brandgym (thebrandgym.com) provides a great illustration here. By ditching plastic bottles for cans, the brand is offering more than a healthy beverage but aligns with consumer values and as such shapes unique Brand expectations which stand out in a mundane category.

🎯So, brand owners, the message is clear:  walk the talk! Consumers can spot inauthenticity a mile away. Make sure your brand's actions genuinely reflect its stated values.

🎯Want to delve deeper into this trend? Check out the Ipsos Global Trends microsite for more insights! link to microsite Ipsos Global Trends: 10-year anniversary | Ipsos

Ben Page Billie Ing Matt Carmichael Isabelle F. Quentin Delobelle Stephane Coruble Doug Martin, Nuria Ribe Jordan Saxemard

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