Study: Consumers Seek Brands That Reflect Their Values

Here’s a challenge for email copywriters: How do you weave in claims that your brand is socially conscious?

That task is critical, given that 69% of consumers prefer to buy from brands that support socially conscious causes, according to a new study by Channel Factory, an ad0performance platform for YouTube. 

Of the consumers polled, 53% of whom are women, 68% prefer to buy from brands that are committed to making online environments positive. And 60% prefer firms want to see diversity and inclusion.  

But here’s the task for content creators working in email or any other channel: 54% of consumers would react negatively to ads or content expressing social values with which they disagree.