Spending powered by personal values
- 82%
- will buy from brands that share their values
- 84%
- believe Covid-19 has highlighted inequality in our society
The future individuals imagine
Consciously or not, what people choose to spend money on is an expression of their values.
The pandemic has shown people the power of businesses contributing to society.
Overwhelmingly, they’ll look to these brands to keep acting with purpose. 85% imagine a future where companies think beyond profit and prioritise social goals.
For brands, the stakes are high - 82% of people plan to buy from brands that share their values, while 89% expect to consume less overall.
The change people most want to see
"I think and hope we will get to a generous community and society"
What brands can build
Now more than ever, brands need to listen to their customers, align their values, and act with purpose and integrity.
Beckie Stanion, Chief Marketing Officer, Sports Direct
"It's inspiring how mainstream this optimism and demand for change has become. There are no excuses anymore. Every brand must earn their place on the planet and with the consumer. Our new purpose and values are built around this evolving reality. True to our product and positioning, of course, but designed specifically to use our scale and strength for good.”
Ilishio Lovejoy, Policy & Research, Fashion Revolution
"As brands’ economic and political power continues to grow, they have an increasing responsibility to honour and protect social and ecological well-being. They must rise to the opportunity and tackle the challenges in an honest and transparent way, putting people and planet before endless profit and growth."