Building a positive brand message to meaningfully connect with customers is more important now than ever. Led by socially conscious, younger generations, U.S. consumers are increasingly giving their business to companies that not only make a good product but share their commitment to sustainability and social responsibility. Americans no longer vote solely at the ballot box every two to four years. Led by socially conscious, younger generations, U.S. consumers increasingly are voting every day with their wallets, giving their business to companies that not only make a good product but share their commitment to sustainability and social responsibility. According to a survey by Manufacturers’ News, more than half of Gen Z, those born between 1995 and 2012, said that knowing a brand is socially conscious influences their purchasing decisions. By 2020, this generation alone – never mind their millennial peers – will account for 40 percent of U.S. consumers. Click Read More below for additional information.
by Laurie Sullivan @lauriesullivan
People willing to share data with brands increasingly want to know that the value they receive outweighs the risk of the data being compromised — so a greater number, especially older generations, are clearing their browser history and cookies, according to survey findings released Wednesday.
InfoGroup surveyed 1,000 consumers to better understand their attitudes toward privacy. The report — Privacy Matters: How Different Generations Think About Their Data — reveals the differences between generations and provides insight into the strategies companies can implement to build consumer trust.
Concerns about privacy continue to grow. Some 88% of consumers surveyed are concerned about the privacy of their data, and 80% are much more concerned today compared with the past.
Some 60% of consumers believe privacy no longer exists in this “hyper-connected” world, yet 57% are alarmed when they see a product they searched for online advertised on social media like Facebook or Twitter. This suggests a lack of understanding of common marketing tactics that use consumer data to improve targeting and ad relevance.
more at source: https://www.mediapost.com/publications/article/348011/65-of-consumers-believe-its-a-risk-to-give-up-th.html