The world around us is ever-changing, and consequently, so is the consumer landscape. It should come as no surprise then that it\u2019s becoming increasingly difficult for brands to understand and respond to consumer attitudes and behaviors.<\/p>\n\n\n\n
That\u2019s why Toluna (formerly MetrixLab) and Stichting Adverteerdersjury Nederland (SAN) have come together to create a \u2018consumer compass\u2019 to help brands better understand how and why consumers make certain decisions what they expect from the brands they buy from. Using our state-of-the-art research solution\u00a0Immerse<\/a>, we conducted two interactive sessions centered on social issues and their influence on consumer decision-making processes. Let\u2019s dive into the results.<\/p>\n\n\n\n To consumers, it\u2019s important that brands take a stance on the social issues that matter to them. Our sessions revealed a variety of issues that are of concern to consumers, including climate change<\/a>, war, rising prices<\/a>, and the housing crisis, to name a few.<\/p>\n\n\n\n That said, when it comes to brands acknowledging social issues, brand authenticity plays a crucial role. This is because many consumers have grown skeptical about brands\u2019 claims around social issues, given that brands tend to address these issues superficially rather than with genuine regard.<\/p>\n\n\n\n In other words, while many brands do<\/strong> take a socially responsible position, consumers are suspicious that these claims are \u2018all talk no walk.\u2019 As a result, there is growing cynicism towards such claims, and they\u2019re often viewed as a marketing or PR stunt aimed at increasing the brand\u2019s public appeal (and ultimately, profits).<\/p>\n\n\n\nWhat matters to consumers<\/h2>\n\n\n\n