UOKUK? Issue 8

Are all brands deserving of our money?

The number of UK consumers changing their shopping habits based on how “deserving” they consider brands to be has increased since last year, our UOKUK? study has found.

The research, which was carried out last month, found that shoppers are concerned about the treatment of employees, suppliers and customers, as well as brands’ ability to respond quickly but sensitively to social needs and how closely what they say aligns with what they do.

As a result, online conversations around which brands deserve their money have reached an average of 60% more than pre-Covid-19 levels, after more than tripling in the initial aftershock of the pandemic.


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