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Young WE consumers are more likely to deem food “healthy” when it’s marketed in a way that aligns with their political ideologies.

Jun 30 2021

Young WE consumers are more likely to deem food “healthy” when it’s marketed in a way that aligns with their political ideologies. YPulse research shows that cause-driven Millennials and Gen Z in the U.S. expect brands to take a stand on the issues they care about. Meanwhile, a report from the Harvard Business Review found that consumers definitely aren’t put off by a brand’s political activity. What they are put off by is a lack of political activity: a recent study from the IESEG School of Management in Paris found that young consumers’ politics are not just causing them to judge a brand as “woke” or “unwoke;” it’s changing their very perception of a product’s value. Whether liberal or conservative, the study found that “appealing to individuals’ moral foundations can affect the effectiveness of health claims,” showing that brands that can accurately market their values may win consumers’ appetites. (Science Direct)