‘The Data Digest: The Values-Based Consumer’ – Forrester
Anjali Lai says, “If Thursday morning’s controversial tweet from McDonald’s is any indication, brands are no longer safe. I’m not just talking about the threat of a data breach or hack — I’m talking about the threat of consumers who force brands to expose their ethics and beliefs or remain at the mercy of consumer perception and interpretation in a polarized environment. As we’ve seen with other examples of ubiquitous and once universally loved brands like Kellogg’s and L.L. Bean, consumers increasingly judge companies on the basis of their values — and while customers are skeptical of firms that stay silent, they open their wallets for those that champion appealing causes.
Forrester’s Consumer Technographics® data reveals that this is hardly a passing cloud; customers are becoming more aware of — and sensitive to — social issues overall. For instance, more consumers regularly follow politics, read about science, and identify as being environmentally conscious today than in 2014
Consumers’ growing demand for transparency around company values is not only about politics. Rather than expecting companies to take a political stand, customers expect them to declare and act on their corporate values whatever they may be — whether related to manufacturing practices, employment conditions, privacy regulations, or environmental commitments”.
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