Resonate data shows that of the 54 million U.S. consumers who say they will pay more based on an important value, nearly a quarter are spending more than they were six months ago. Interestingly enough, these consumers aren’t defined by one age group, highlighting that this is more than just a youth movement.
However, the disconnect between online conversation and real-world purchasing behavior presents a crucial challenge for marketers: amid the social media noise on social issues, how can brands genuinely understand what their customers want and what will impact their buying behavior?
Understand Evolving Consumer Behavior
Consumer preferences are shifting rapidly. While 73% of U.S. consumers in 2020 believed companies should take a stance on social issues, Resonate’s latest State of the Consumer report shows over 40% now say they’re unwilling to buy from brands based on social justice positions alone. Additionally, economic pressures have pushed personal financial concerns to the forefront of decision-making, as consumers are more concerned about being able to purchase eggs at a reasonable price. Looking ahead, retailers need to consider consumer concerns about looming tariffs causing price increases on everything from household essentials to new cars.
It’s evident that yesterday’s marketing messages don’t meet the evolving needs of today’s consumers, but modern tools like predictive analytics can help marketers understand audiences’ sentiments and behaviors in real time and adjust strategies accordingly. Retailers must recognize the socioeconomic factors weighing on consumers rather than relying primarily on social media noise to understand their audience base for customer engagement.
Identify True Consumer Sentiment
The challenge with social media is it can create echo chambers where trending content can magnify perceptions of events beyond their actual impact on brands. A few years ago, the Chinese fashion brand Shein invited influencers on an all-expenses-paid trip to visit their Guangzhou factory, likely with the intent to squash rumors about its labor law violations and environmental impact.
Social media caught on to the “stunt” and criticized the influencers and Shein for curating what felt like a propaganda stunt. However, despite consumers taking to social media to call out the brand, the company’s revenue grew by 23% year-over-year in early 2024. This provides another example that to keep up with consumers, successful retailers must balance social media sentiment against real-time data that demonstrates planned purchasing behaviors in order to understand true consumer priorities and which messages will resonate with them.
Stay Authentic to Brand Values
All that said, when and if retailers decide to engage in activism, authenticity is the key to success. Brands like Ben & Jerry’s have established a consistent legacy of engagement across a variety of causes – from political advocacy to environmental sustainability – creating a genuine reputation that consumers have come to expect. The company’s long-standing commitment to social causes feels natural rather than opportunistic, showing how values-driven positioning, when truly embedded in a company’s identity, can become a powerful differentiator in the marketplace.
Today’s digitally empowered consumers, equipped with immediate access to company histories, leadership statements and operational practices, can quickly distinguish sincere advocacy from performative gestures. This transparency makes genuine commitments to stated values not only admirable but increasingly essential for brands seeking to build lasting consumer trust in an era of heightened social consciousness.
Keep Marketing Strategies Flexible
While consumer behavior has shifted rapidly, especially since the pandemic, these changes are unlikely to be permanent. While trends may ebb and flow, maintaining an identity that resonates with genuine brand and customer values is crucial. It is essential to keep a finger on the pulse of consumer decision-making drivers by integrating constantly refreshed data and predictive intelligence into marketing strategies. This strategy ensures that brands can adapt to evolving consumer behaviors while staying aligned with their core values.
In conclusion, the most successful brands will be those that listen deeply to their customers through multiple channels, tailor marketing content and messages to address their unique values, economic sentiment and more attributes that reflect their authentic identity, and measure the impact through real-time behavioral data, not just digital discourse.
This represents a significant mindset shift for many marketers – for so long, many will have been guided by the general consensus from a vocal group on social media around a certain topic rather than the basic personal values that drive their audience’s decisions at that specific time. But time and time again, deep diving into target audiences’ personal values and tailoring marketing communications to address those values are consistent with improving purchase outcomes.
