The number of UK consumers changing their shopping habits based on how ‘deserving’ they consider brands to be has substantially increased since last year, our ‘U OK UK?’ study has found.
The research carried out by Karmarama finds that shoppers are deeply concerned about the treatment of employees, suppliers and customers, as well as brands’ ability to respond quickly but sensitively to social needs and how closely what they say aligns with what they do.
As a result, online conversations around which brands deserve their money has increased by 60% compared to pre-Covid-19 levels, after more than tripling in the initial aftershock of the pandemic.
To read all of our reports, head over to www.karmarama.com/thinking
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