#CorpSumers on the Rise
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1/3 of all Americans care about a company's values and reputation as much as the product or service they offer. The findings of MWWPR's second annual study reveal how brands should engage with this growing segment and take an authentic stand on public policy and societal matters to earn the advocacy and loyalty of CorpSumers.
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#CorpSumers on the Rise
- 1. Growing Market Segment Provides Blueprint ForBrand Bravery CorpSumers™ On The Rise
- 2. 2 LOYALISTSACTIVISTS AMPLIFIERS THE “CORPSUMERS™” CorpSumers™ are a powerful segment of the population that is on the rise. Theyarenotonlyactivists, butloyalistsandamplifiersforbrands. Theyaren’tatrendandtheyaren’t going away. Theyarethe blueprintforbrandbravery.
- 3. 2 Of US consumers 18+sayreputation matters They agree strongly or fully that a company’s reputation is just as important as the products it makes Demonstrate it matters They think a company’s reputation is just as important as the products it makes AND have purchased a product more than once, because of this reason 35% 73% CorpSumers™ transcend surveybias. They don’t just say it, they do it. 3 CorpSumers™are a growing audience committed to acting on their values forthe long haul. They are act-ors, not reactors.
- 4. CorpSumers™ in the US are more likelythan the average consumer to be… 4 • Employedfull-time • High incomeearners • Well-educated • Have childrenintheir household • Highlyvocal • Millennials
- 5. CorpSumers™ continue to rival key brand segments in size…and their loyalty & influence continues to grow 5 of Americans are Millennials 28% of Americans are moms 18%35% Source: US Census, Among Americans 18+ of Americans 18+ are CorpSumers™
- 6. CorpSumer™ loyalty is critically important– and CorpSumers™ are 4x more likely to stick with or switch brands than the average consumer 6 46% Have switched from one company to another to support things they do, such as charitable donations or social causes 48% Have stayed with a company despite being dissatisfied because they believed in the company’s mission or values
- 7. 76% 86% 70% 64% CorpSumers™ continue to be strong advocates, both for and against brands 7 86%Sharepositivenews 68% talk or share their views weekly 76%Sharenegativenews 64%Haveencouragedotherstogiveup productsor servicesfromacompanytheydon’tbelievein 70%Haveencouragedotherstobuyfroma company they believein
- 8. 75% OPINION OF COMPANYLEADERSHIP 78% CORPORATE CITIZENSHIP TREATMENT OF EMPLOYEES 81% CorpSumers™ consider all aspects of corporate reputation whenmaking purchase decisions 8
- 9. 9 CorpSumers™expect companies to be bold The blueprint for brand bravery
- 10. 43% 10 CorpSumers™ are skeptical, but still want tosee companies taking action – regardless of the viewpoint 48%59% BELIEVECOMPANIES USESOCIALOR POLICY ISSUESFORTHEIROWNGAIN BELIEVECOMPANIES ACT INTHEPUBLIC’S BESTINTEREST PREFERCOMPANIESTHATTAKEASTAND, EVENIFTHEYDISAGREEWITHTHEIRPOV
- 11. Hearing / reading about a companytaking a stand results in likelihood to… 59% Apply to work at the company 66% Invest in the company 84% Switch from their regular company to this new one 80% Pay a little bit more for products 90% Try the company’s products for the first time 75% Share information about the company on social media Company involvement in social / policyissues spurs positive behaviors from CorpSumers™ 11
- 12. Researchmethodology TheMWWPR CorpSumer™ Research Study was conducted between July 24th and August 7th, 2018, using an email invitation and an onlinesurvey. Thestudy includes 2,000 online interviews among general populationUS consumers, ages 15+. Of these, 1,935 respondents were individuals ages 18+. KeyAudience Analyses: CorpSumer vs. Non-CorpSumer perspectives Year-over-year CorpSumer perspectives CorpSumer Generational (e.g., Gen Z, Millennials, Gen X, Boomers) 12 Themarginoferroramongourgeneralpopulationconsumersages15+is2.2 percentagepointsforthe USatthe 95%confidence level.ForCorpSumersages15+,the marginoferroris3.7percentagepointsin the USatthe95%confidencelevel.
- 13. Bret Werner President o: 646-520-0757 e: bwerner@mww.com For more information, pleasecontact: Thank you!
Editor's Notes
- Not just another study on corporate reputation Cost of acquisition vs. retention These people “walk the talk” vs. “talk the talk” Brand loyalists and brand activists New class of influencers (Activist Influencers)
- In 2017, we identified a powerful segment of the population. This segment, called the CorpSumer, is proving to be the new reality of business. There ahs been an increase in CorpSumer behavior and CorpSumer influence has proven to be profound. They believe that a company’s reputation is just as just as important as the products is makes and make decisions based on that belief. They consider multiple reputational indicators including corporate citizenship, executive leadership, and employee welfare, among others. Reputational perceptions impact the actions they take on behalf of brands – from purchase to what they tell their neighbors and Facebook friends about you.
- CorpSumers are committed to acting on their values for the long haul. They are ACT-ers, not reactors. Representing nearly a quarter of the UK population, CorpSumers not only consider reputation but share their opinions regularly with friends, family and colleagues. As companies struggle to understand how to reach, engage, convert and retain customers in today’s volatile environment, this audience is critical to brands across industries. Nearly 100% indicated that corporate citizenship directly impacts how likely they are to buy. In today’s highly-charged political, economic and social environment, it’s critical that consumers, investors, potential employees know what a brands values are and how they live them day to day.
- Demographically speaking CorpSumers have some very specific attributes or indicators that signal who they are and how a brand needs to approach them, communicate with them. Comparisons: 59% are employed full-time (vs. 45% of Gen Pop) vs. 56% of CorpSumers in 2017 44% have a HHI of $75K+ (vs. 37% of Gen Pop) vs. 45% of CorpSumers in 2017 56% graduated college+ (vs. 47% of Gen Pop) vs. 56% of CorpSumers in 2017 44% are parents (vs. 33% of Gen Pop) – have a child under the age of 18 living in their home vs. 44% of CorpSumers in 2017 68% are highly vocal (vs. 53% of Gen Pop) – speak with others / share on social about their views on current events, politics and culture issues at least weekly vs. 72% of CorpSumers in 2017 36% are Millennials (vs. 28% of Gen Pop), 9% are Gen Z (vs. 9% of Gen Pop) vs. 41% of Millennial CorpSumers in 2017
- Marketers traditionally target segments of the population including Millennials and Moms/Parents that drive both purchase and influencer. The CorpSumer audience rivals both of these examples in size and influence, presenting an opportunity to build a consumer relationship that can impact your bottom line – positively and negatively. Looking at the CorpSumer, what they care about and how to activate them are critical areas of focus for communicators and marketers today and tomorrow as we see this segment growing quickly. Remember, they are loyalists, activists and even more important, amplifiers which make them highly valuable.
- They are staunch advocates when they believe in a brand and vocal detractors when their trust is broken. But what makes the CorpSumer different from the general population is the fact that they act, basing behaviors -- and their spending -- on corporate reputation. When company trust is breached, the majority of CorpSumers would abandon the company entirely (92%) – meaning they would not buy or recommend the company to others.
- Arguably most important for brands is the fact that CorpSumers aren’t only making decisions based on reputation but influencing others in their circle about everything from products and current events to cultural issues and politics. Equal parts a force for good and a force for evil, CorpSumers don’t just stand by their beliefs – they share their opinions and even encourage others based on those views. More than 2x as likely to share their views. Furthermore, social media has become their preferred advocacy platform. In fact, 85% of the UK’s more than 16 million CorpSumers report talking to friends, family and colleagues about these topics at least a few times a month with 71% reporting that they have actively encouraged others to buy a product. Social media is the most utilized and most trusted resource for information on companies that CorpSumers would consider when buying products or services. Social media is also a key channel for advocacy and activism, making social channels an even more important platform for brands when storytelling and engaging consumers. Nearly three-quarters of CorpSumers are likely to share positive and negative information about a company in person or on social media. 2 out of 3 trust news media in general while 80% trust their preferred sources
- Put the items on the top as headlines – non-corpsumer updated