Results from Natural Marketing Institute’s LOHAS Consumer Trends Database show that Japanese consumers are more likely to indicate that they would choose products from companies whose values are like their own, as shown in this chart. Not quite half of Americans agree and European Union consumers come in third at 41 percent.
As companies clamber to demonstrate their commitment to environmental protection and global sustainability, it is significant to remember the personal connection with consumers’ values, morals, ethics and belief systems. Understanding the specific values that a given category or brand user holds will allow marketers to connect with consumers in more meaningful ways to create long-term relationships.
