Values-driven consumers care about social and political issues. They are attentive, vocal, and energized, and they have high expectations for companies they patronize. While this presents a minefield for businesses, brands can meet the challenge with authenticity, consistency, and restraint.
Key Question: How can marketers attract and keep values-driven consumers?
KEY STAT: Consumers care about brand values but have varying expectations of how companies should act on and communicate about them.
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