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1、Waiting on the world to changeWeighing value with valuesKearney Consumer InstituteQ2 2025 Waiting on the world to changeWeighing value with valuesKearney Consumer InstituteQ2 2025 2Consumers penchant to“shop by their values”takes on various characterizations:Consumer activismValues-based consumption

2、Organized brand boycottsConscious consumerism3Global boycotts illustrate consumptions political undertones.of consumers report boycotting a brand in the past 12 months39%The issue of the moment can be a moving target:Recent examplesConflict over religious policies or donations Problems with politics

3、 of leading executiveDesire for made-in-country/made locallyConcerns over both DEI policies and the removal of themSource:Kearney Consumer Institute Values Study,May 2025;Newsweek,Harici,AP,New York Times 4Media coverage alludes that consumers are increasingly voting with their wallets.But are they?

4、45Consumers are conflicted over brand values.Of consumers think that brands should voice their valuesOf consumers have stopped shopping a brand that did not align with their values568%51%Source:Kearney Consumer Institute Trust Study,February 2025but6Source:Kearney Consumer Institute Values Study,May

5、 2025Values remain a secondary purchasing factor for most consumers.What is most important when choosing what products to buy?(Top 3)Good qualityFair priceReliability and durabilityGood selectionMade in country/locallyStyle or brandEase of getting productSustainabilityBrand trustHealth goalsDEI comm

6、itmentsLabor practicesBrand/executive politics69%63%46%22%20%18%16%10%10%10%6%5%5%Consumers prioritize product qualities over values.ProductValues7Communicating values presents both opportunity and risk.Source:Kearney analysisConsumers can easily shop according to their valuesConsumers who care abou