Values More Important Than Ever for Brands

“Political polarization, voter tribalism and recent, fervent social movements like #grabyourwallet, #MeToo, and #TimesUp have changed the face of brand engagement and consumer loyalty in virtually every brand sector this year.” So writes Robert Passikoff, the founder and president of Brand Keys, in a op-ed. His company’s annual Customer Loyalty Engagement Index has identified “new consumer values that have combined to create unprecedented shifts that ‘define’ how consumers view categories, compare brands and options within particular categories, and how they will buy, buy again, and remain loyal to a brand.” Passikoff further notes that that "brands haven’t had to deal with this kind of political polarization or social turmoil at the same time.” Marketers, investors, and C-suite strategists are forewarned.

John Howell, Editorial Director