What does your brand stand for? Why purpose is key to competitive agility

Details the findings of a global study into understanding current global consumers’ preferences, beliefs and behaviours to identify how consumer expectations are evolving.

Sustainability: Opportunities and challenges for brands

This article is part of a series of articles on sustainability. Read more.

Need to know

  • Accenture Strategy’s global study of nearly 30,000 consumers found that 62 percent of customers want companies to take a stand on current and broadly relevant issues like sustainability, transparency or fair employment practices.
  • More than half (53 percent) of consumers who are disappointed with a brand’s words or actions on a social issue complain about it. What’s different now is that 47 percent walk away in frustration, with 17 percent never coming back.
  • Consumers’...

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Insights Team
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