An increasing number of customers are concerned about brands “trustwashing”

New Ideas in MarketingEssential news for marketers, summarised by YouGov
January 13, 2020, 12:46 PM UTC

Customers want to buy from brands that align with their values and causes.

This article states customer trends that brands must know in 2020.  DeVries Global Asia’s Andres Vejarano says that Gen Z are concerned about the society and environment, and as “consumers” they want brands to care. They are increasingly making and influencing decisions on “purchasing based on purpose and value.”

As per Ronn Torossian, founder and CEO at 5WPR young people have raised the bar for transparency and social responsibility. They’ve made it necessary for brands to connect with their customers on an emotional level or they could lose out to their competitors.

Amanda Glasgow, global brand chair at Edelman warns that consumers are increasingly worried that brands are “trustwashing”. She further states that consumers want to purchase from brands that support their values and causes close to them.

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