Customers are dropping brands that go against their personal values

New Ideas in MarketingEssential news for marketers, summarised by YouGov
March 18, 2019, 11:47 AM UTC

Most business leaders are ignoring how customers feel about issues like the environment and Brexit.

Two in five UK customers have stopped using brands that don’t align with their personal code but most businesses seem to be ignoring the issue. A study by Hotwire and Sapio Research says customers are more likely to quit brands that ignore – or contradict – their personal beliefs.

But only 47% of marketers surveyed said they were either ‘very’ or ‘quite worried’ about a potential crisis affecting brand perception. While 63% of marketers said they understood poor communications would lead to customer loss, only 53% of business executives felt the same way.

Brands seem unprepared to deal with crisis communications. Around 46% of marketers said they had direct experience reacting to crisis situations and only 35% said they worked with a PR agency which has a crisis management specialisation.

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