Why have consumers stopped trusting brands
Dec 25, 2023 23:18:05 GMT -5
Post by account_disabled on Dec 25, 2023 23:18:05 GMT -5
The pandemic has changed the way consumers act and think, as well as their trends and their way of consuming. To discover what these changes are, 21grams and Marcas con Valores , in collaboration with the Spanish Association of Social Responsibility Directors (DIRSE) and B Lab Spain , have presented the report 'COVID-19 Impact and conscious consumption. What are the trends and evolution of responsible and sustainable consumption?' . The consumer does not trust the sustainable measures of brands One of the main conclusions of this report is that, despite living in a consumerist world, there is great admiration for conscious consumption that prevails. Thus, 84% of consumers admire people who consume consciously , two points higher than in 2020. In this way, citizens prefer sustainable and ethical products, although, apparently, brands are not transmitting their values well nor are they using narrative well in this sense.
When consumers find out about companies' social or environmental initiatives, only 8% of them believe them, the majority need proof and 20% are directly distrustful. This disconnection between action and Phone Number List result is due, according to the study, to the lack of listening and the rush to communicate without having previously built a relationship of mutual trust. The companies themselves carry out the actions that they believe are relevant to overcome the infidelities of their clients . Greater reflection on data management The rise of digital commerce and the generalization of teleworking have led to greater awareness about the use of personal information. 92% of citizens are interested in the ethical management of brands regarding the processing of their data and 38% actively seek information about it. It should be noted that 48% boycott or avoid buying a brand if it misuses data .
Taking care of the environment, another of the citizens' concerns After ethical behavior and data management, taking care of the environment is the most relevant aspect that citizens take into account about companies. However, experts consider that their clients value much more if they care about their immediate environment or if they support unfavorable groups. Here we see that there is a lack of understanding between both groups. Furthermore, consumers greatly value that companies are able to recognize their mistakes. 92% value positively that brands admit their mistakes and almost 8 out of 10 Spaniards continue to declare that values of honesty, consistency and transparency influence their purchase. The study has also made it clear that there is greater concern for responsible consumption and avoiding excessive consumerism. For this reason, a more thoughtful purchase is reinforced and 85% of citizens say that they reflect on whether they need something before buying it.
When consumers find out about companies' social or environmental initiatives, only 8% of them believe them, the majority need proof and 20% are directly distrustful. This disconnection between action and Phone Number List result is due, according to the study, to the lack of listening and the rush to communicate without having previously built a relationship of mutual trust. The companies themselves carry out the actions that they believe are relevant to overcome the infidelities of their clients . Greater reflection on data management The rise of digital commerce and the generalization of teleworking have led to greater awareness about the use of personal information. 92% of citizens are interested in the ethical management of brands regarding the processing of their data and 38% actively seek information about it. It should be noted that 48% boycott or avoid buying a brand if it misuses data .
Taking care of the environment, another of the citizens' concerns After ethical behavior and data management, taking care of the environment is the most relevant aspect that citizens take into account about companies. However, experts consider that their clients value much more if they care about their immediate environment or if they support unfavorable groups. Here we see that there is a lack of understanding between both groups. Furthermore, consumers greatly value that companies are able to recognize their mistakes. 92% value positively that brands admit their mistakes and almost 8 out of 10 Spaniards continue to declare that values of honesty, consistency and transparency influence their purchase. The study has also made it clear that there is greater concern for responsible consumption and avoiding excessive consumerism. For this reason, a more thoughtful purchase is reinforced and 85% of citizens say that they reflect on whether they need something before buying it.