No matter how delicious, indulgent or delightfully fluffy your product is, if it doesn’t connect with your audience, it won’t sell. So the first step in creating a killer product is understanding what your target consumer actually wants. And that’s wants, not needs––it’s about the hairs they split when it comes to choosing one brand over another.

Throughout the research for our new ebook , we found that today’s consumer is more environmentally and socially conscious than ever before––no shocker there. Here’s a snippet of some of our insights.

1. Customers value diversity

They want to see themselves represented – in everything from branding to advertising campaigns. 69% of black consumers are more likely to purchase from a brand whose advertising positively reflects their race/ethnicity, while 71% of LGBTQ+ consumers are more likely to trust a brand with advertising that authentically represents a variety of sexual orientations.

2. Customers care about the environment - and think you should too

Shoppers are driving profound changes across industries, from ethical supply chain concerns to plastic packaging reduction to the removal of fast fashion. A new study from PWC has shown that nearly 50% of consumers consider factors like sustainability when making purchasing decisions.

3. Your values matter

Marking a shift away from rational-based decision making to more emotional-based decision making, we’re seeing a growing number of consumers supporting or snubbing brands based on their company values. In fact, a whopping 88% of consumers value authenticity when deciding which brands to support and nearly 1 in 2 shoppers would pay more for a brand they trust. So brands can ill afford to stay reticent.

Have you got your purpose sussed?

There’s a tonne more in our ebook, but if you'd like to have a chat about how we build and transform purpose led brands, give us a shout here.