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Meet the Corpsumers

MWW has identified a powerful segment of the population that have become activists for brands. This segment, called the CorpSumers, isn't a trend and they aren't going away. They are the new reality of business.

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MEETTHE CORPSUMERS
2 OVERVIEW LOYALISTS ACTIVISTS AMPLIFIERS THE “CORPSUMERS” MWW has identified a powerful segment of the population that have become activists for brands. This segment, called the CorpSumers, isn't a trend and they aren't going away. They are the new reality of business. Their attitudes and beliefs about company reputation are so strong that they drive behavior. They're willing to pay a premium for brands that share their values and look to your actions to determine not only the products they buy, but the companies they invest in, do business with and work for. Part advocate and part objector, their influence is profound. They love deeply and hate with vitality, going beyond brand loyalty to amplify and evangelize your message. They'll stick with you despite any missteps along the way, but you better be listening and acting—because it's imperative to your business.
CorpSumers transcend survey bias: They don’t just say it, they do it 2 OF AMERICANS SAY REPUTATION 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 These people are CorpSumers. They walk the talk. 75% 33%
4 CorpSumers span age & gender and are more likely than the average American to be… 56% of CorpSumers are employed full-time 44% of CorpSumers make $75k+ 63% of CorpSumers are Millennials and Gen Xers 44% of CorpSumers are parents 37% of CorpSumers have graduated from college
5 of Americans are Moms (females with kids under the age of 18 in household) of Americans are CorpSumers of Americans are Millennials (aged 21-34) 24% 33% 16% CorpSumers are a larger audience than many other segments being targeted by brands today Source: Simmons Winter 2017 Connect
6 CorpSumers are loyal, resulting in a high lifetime value 67%Would pay full price for a company they believe in 63%Have switched from a product they love to a new product because they believe in the company 51% Stick with a product that has disappointed them because they believe in the company 64% Will only work for a company whose values reflect their own THE VALUE OF LOYALTY: • Loyal customers are worth 10x their initial purchase • 80-90% of your new customer referrals come from your most loyal customers
7 CorpSumers are the influencers next door, going beyond advocacy to activism 89%Share positive news about companies 78%Share negative news about companies 76% Have influenced others to try a product from a company they believe in 74% Have convinced a friend to switch from a product from a company they don’t believe in THE VALUE OF ADVOCACY: • Advocacy drives $6 trillion of annual consumer spending • Advocates are 5X more valuable than average customers because they spend more on products, and purchase more often • 12% increase in advocacy companies can experience 2X growth in revenue
8 The bottom line… GIVECORPSUMERSAREASONTOBELIEVE,THEYWILL GIVEYOUTHEIRBUSINESS&THEIRLOYALTY.
9 FOR MORE INFORMATION: BRETWERNER PRESIDENT,MWWPR BWERNER@MWW.COM