While massive sales aim to entice consumers during year-end shopping trips, it is a brand's political views that may determine whether or not a purchase is made during the 2018 holiday season.
Social and Environmental Issues
- 52% of respondents—three percentage points higher than 2017—said that a manufacturer's or a retailer's position on social or environmental issues would impact their holiday buying decisions.
- That number rose to 65% among Gen Z consumers and 55% among millennials.
According to Cohen, "Younger generations want—and will pay a premium for—brands that stand for something and those that have corporate social programs that are aligned with their values."
- 47% of U.S. consumers—three points higher than 2017—indicated that political issues would play a role in their purchase decision.
- 49% of baby boomers said these issues would affect their purchases, followed by 48% of Gen Z consumers and 47% of millennials.
Heading into the holiday season and beyond, brands should be aware of these partisan shoppers and how a relentless internet connection—as well as a heated political climate—is placing company values at the forefront of consumers' purchasing decisions across all generations.
* The data was collected from 3,605 completed surveys.