Brand ethics and purpose are key buying motivations for today’s consumers

Published 29 Jan 2019 4 minute read

Future ready
Marketing

In this article, I am going to address some of the very latest research into the drivers of consumer behaviour and attitudes. I'll look at how ethnographic research can be used more effectively to unearth the true value that your brand, products and services really offer people (users/consumers).

Modern consumers

Many of today’s younger consumers are highly educated, career-driven, politically progressive and, despite popular belief, develop strong brand loyalty when presented with quality products. They are actively engaged by brands.

Research conducted by EY recently, flagged that 68% of UK consumers rating ethics as an important factor when buying, yet only 17% spend more than half of their budget on ethically sourced products. Clearly, the opportunity for brands to capitalise on this is big and getting bigger by the day.

Humanising Brands - Discovering what consumers really think

What these numbers tell us is that while the intention is there, the actual behaviour is telling a different story. Us humans are poor witness to our own behaviour, so taking a more ethnographic or observational approach to the research would enable the brands to hone in on the drivers of behaviour.

As people focus in on the purpose and ethics of brands, they need to know how much they can trust them in order to decide which we give our attention to, as well as those to spend their hard-earned money with. To establish and commit to these characteristics, brands need to behave more like humans themselves. They need to be more open and transparent, and target not only on financial profit alone.

Last week I gave a short presentation about how to humanise brands. I looked at how purpose can be defined as the long-term commitment a brand or organisation takes to positively impact the future we live in - be it the environment in which we live, society and the culture we surround ourselves with, or the working environment. At a time when as many as *81% of consumers rate the behaviour and culture of a company as important at the actual products they sell, it’s clear that a total culture shift towards being more human inside and out is called for. To quote Patagonia Founder Yvon Chouinard "You do the right thing, it leads to more business."

Want to know what people think about your brand?

Contact Us

*EY Report: If brand+trust = value, how are you solving the equation?

Discover our platform and services

Platform-only

The insight platform for online qual, research communities, digital diaries, ethnography and more.

Services & Support

A range of expert research services and resources to help you deliver your projects with ease, speed and reach.

Insight

Human insight with impact; leveraging our academic and industry experts to uncover insight, create impact and make confident decisions.

Conde-Nast
Conde_Nast_logo-copy

We were amazed at the level of insight we achieved in just a week. Further opened our eyes to new ways of researching and understanding our staff

We helped Conde Nast International define a new global mission and vision statement

van-tay-media-Kab_-4M4I74-unsplash
Vouch-for-Me-Logo

Further really understood the brief and were extremely proactive. We are now very confident that we’re taking the right products and proposition to market.

We helped this insuretech startup tailor their customer value proposition for the UK market ahead of a planned launch

Keyhouse
Keyhouse

Further's expert team pushed us to clarify our assumptions and to think harder about how to communicate the value of our products and services

We helped Keyhouse enter a new market and understand what target users of their case management software needed and how to position their offer

FTH001_Mother_2_children_tablet
UNICEF-Logo

Working with Further was a refreshing and eye-opening experience…...the qualityof their output which was excellent.

We helped Unicef generate insights to support the development of a mass market, sustainable fundraising product.

Zwift image
Zwift-logo

Strategically, Further’s insights provided clear and directional answers that will guide us through our next phase of growth

We helped Zwift understand users and non-users needs and wants so they could prioritise their innovation pipeline

Chillys image case study
Chillys-logo

We helped Chilly’s leadership team consider new ways to understand and co-create with their customers’

What next?

Browse our site, download our resources, request a demo of our platform or speak to one of our experts

Browse our work
Request a demo
Book consultation