This article, authored by LeagueSide CEO Evan Brandoff, was originally published on Advertising Week 360.
In its 2018 “From Me to We” study, Accenture asked nearly 30,000 consumers, “What attracts you to buy from certain brands over others (beyond price and quality)?” The study reported that:
- 62 percent of consumers seek brands that have ethical values and demonstrate authenticity.
- 52 percent of consumers seek brands that stand for something bigger than just the products and services they sell.
- 50 percent of consumers seek brands that stand up for societal and cultural issues they believe in.
- 50 percent of consumers seek brands that support and act upon causes that consumers care about.