To Affinity and Beyond

In the struggle for competitive advantage, businesses need to create purpose-led brands that align with their customers’ own beliefs, finds this report by Accenture.

Indeed, 53 percent of customers in the UK want companies to take a stand on issues they care about, such as sustainability, transparency and fair employment practices. Younger consumers, particularly Gen Z, are driving this trend.

Key points include:

• In the UK, 66 percent of consumers crave greater transparency on how companies source their products, ensure safe working conditions and their stance on issues such as animal testing.

• 62 percent of customers want companies to stand up for the issues they are passionate about.

• 42 percent of customers will give the company a second chance if it publicly apologises.

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