Consumers want products with values they believe in

Survey finds more than 60% of consumers think brands should advocate for customers and their interests.

December 7, 2017

1 Min Read
Beef logo in a gray background | Beef

A new survey has found that nearly half of consumers say they will pay more for a brand that advocates for something they believe in. Conversely, more than half say they will quit buying a brand that doesn’t align with their beliefs and values.

According to the 2017 "Meyocks Produce Branding Survey," more than 60% of consumers think brands should advocate for their customers and their interests -- and they take it seriously. Nearly a quarter (24%) say they have already boycotted a brand when its actions didn’t align with their beliefs. Specifically, consumers think produce brands should advocate for environmental issues (71%), social issues (34%) and local organizations (33%).

In fact, nearly 75% of consumers say they expect brands to provide value-added information. Consumers say they are looking for brands to share how to get the most out of products (60%), different ways to use products (60%) and tools to make better product choices (49%).

The Meyocks survey also found that 65% of consumers agree that it’s important for brands to offer inspiration. Consumers specifically want brands to inspire them to be better (66%), more involved in environmental issues (48%), more involved in helping others (32%) and to play stronger roles in their families (31%).

The survey looked specifically at fresh produce but certainly has application to all market segments serving the consumer market.

 

 

Subscribe to Our Newsletters
BEEF Magazine is the source for beef production, management and market news.

You May Also Like