49% of consumers willing to pay more for a brand with positive values
In a crowded marketplace, consumers are developing ways to choose between the multitudes of brands clamouring for their attention.
While cost and quality are obvious ways of distinguishing between competing companies, a study by UK agency MediaCom seems to point towards social values as being a key factor in consumer choices.
Of the 2,000 UK consumers surveyed as part of the study, 40% have stopped using a brand (or never used it in the first place) because of its values or behaviours. 63% believe that brands...