Brands Need to ‘Care’ About Consumers Before They Will Buy via MediaPost (source: Wunderman and Penn Schoen Berland)
A new study found that 79% of consumers ages 18-65 in the U.S. say brands must actively demonstrate “they understand and care about me” before they consider purchasing.
“It used to be that brands had the luxury of customers conforming to their business models, which worked for many years. But the tables have turned. Today, consumers expect businesses to adapt to their needs and our findings are consistent across all generations, geographies and genders,” stated Jamie Gutfreund, CMO of Wunderman.
Other findings from the study include:
- 90% of American consumers believe mobile empowers them to make better purchase decisions
- 89% of American consumers say that they are loyal to brands that share their values
- 74% of consumers in the U.S. say that brands can set a new standard by how they serve customers (in other words they don’t have to just offer a new product)