Consumers Prioritize Quality Over Political Affiliations, According to a New Study

In a 2014 report titled "Weighing value with values", consulting firm KPMG explored the growing focus on corporate values and ethical behaviour as a competitive advantage and integrity factor.

The report highlighted some interesting findings regarding consumer behaviour and brand values. According to the survey conducted by KPMG's internal think tank, the Kearney Consumer Institute, 1,000 U.S. consumers were asked about their shopping habits.

The survey found that consumers in the U.S. prioritise quality, fair pricing, and product reliability over a brand's political or ethical values. Specifically, 79% of consumers think it's less important for a brand to voice its values than to deliver on quality expectations. However, 68% of consumers think brands should voice their values, but 51% have stopped buying from a brand that did not align with their values.

Katie Thomas, the lead of KCI, emphasised that consumers are prioritizing the price and product value over values-based decisions. She also warned that taking a values-first approach without focusing on the fundamentals could result in losing consumers. Thomas suggested that a brand's values should stem from the company itself, rather than being influenced by consumer perception.

Thomas also pointed out that underperforming companies often blame boycotts and values-based factors for their struggles, but these factors affect everyone. She stated that a brand might lose consumer confidence if it publicly supports a movement but its internal structure does not reflect that ethos.

The survey also explored the intention gap between what consumers say matters and how they actually behave. For instance, 65% of consumers surveyed said they don't have time to research brands that align with their values, while 71% said that shopping by values is sometimes or usually less convenient.

However, 80% of consumers surveyed believe that shopping based on values is sometimes more expensive. Thomas stated that this indicates a relatively minor role of consumer activism, with politically driven factors like diversity, equity, and inclusion commitments, labour practices, and brand politics receiving low ratings from consumers.

In conclusion, the 2014 KPMG report suggests that while consumers may express a desire to shop by values, they prioritise quality, fair pricing, and product reliability when making purchasing decisions. Brands should therefore focus on delivering on these fundamentals while ensuring their values are authentic and aligned with their internal operations.