Value may outweigh values when Millennials make purchase decisions. A recent report from Morning Consult found that “Factors like ethical standards or transparency are important to some, but don’t rank atop the most significant contributing factors” when it comes to “building brand loyalty.” However, that doesn’t mean brands should do away with ethics. When a brand shows their support for civil rights, they get a 56% net positive likelihood that Millennials will buy their products, while gay rights garners 31%, and gun control gets 18%. (MediaPost)
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