For some people, choosing a new car or deciding where to shop for groceries is a matter of value. For others, it begs more questions: How do those companies treat their employees? What’s their stance on philanthropy? How eco-friendly are they?
More than a third of the U.S. population ages 18-80 belongs to that second group, according to a new study from public relations firm MWWPR. Those brand activists, nicknamed “corpsumers,” make up “a bigger segment than so many of the segments that brands target—bigger than millennials, bigger than moms,” noted MWWPR chief strategy officer Careen Winters.
Winters’ advice for advertisers looking to reach this large audience: “Brands and marketers that are thinking about product features and attributes and neglecting to tell their company story are leaving money and market share on the table. Give consumers a reason to believe in your company, and they will give you their loyalty and their activism.”