Brands trying to get “empathy” into their email copy should base this effort on sincerely held values, judging by Emotionally Connecting With Consumers, a study conducted by CommerceNext in partnership with BizRate Insights and SheerID.
That means doing the right thing. It's a tall order. In general, customers define the right thing as follows:
Applied individually, consumers want brands to:
Based on this, it seems that shoppers have spent more time researching a firm’s values than they do its products. But they have strong feelings. Here’s how they line up with supporting brands:
At the same time, many will avoid brands that fail to share their values:
Be careful about how you reveal your political leanings. By a factor of 2X, law enforcement and military personnel “reliably and actively avoid from a brand that doesn’t align with their values,” the study notes.
Moreover, 56% of Gen Z students would feel better or go out of their way to support brands that share their beliefs. That said, 18% said values do not influence their purchasing habits, and another 18% say they never think about the subject.
And while we hate to disappoint you, shoppers are still more interested in free shipping than anything else. Here's what they want from brands:
Finally, marketing aside, 67% of consumers believe the pandemic will continue to impact their daily life for a year or more.
Here is what is now troubling them the most:
CommerceNext surveyed 1,030 online shoppers in December 2020. '