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Consumers Choose Brands Based on Safety Measures & How They Treat Their Employees

Stockhouse Editorial
2 Comments| January 31, 2022

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A software technology company based in the United States that develops software for organizations released data on Monday that found that nearly one in four US consumers stopped purchasing from a company during the pandemic because their COVID safety protocols didn’t meet their expectations.

According to new research from Qualtrics (NASDAQ: XM, Forum), the pandemic has accelerated the degree to which US consumers choose brands based on their health and safety standards and how well they treat their employees and customers.

A Utah gourmet hotdog restaurant, J. Dawgs, began selling do-it-yourself gourmet hot dog kits and launched several new food trucks to safely reach their customers outdoors.

It’s founder, Jayson Edwards, said that during the pandemic, many customers said this move increased the likelihood they’d continue to purchase from the restaurant and now they are making those changes permanent because of continued customer demand.

“We found that 72% of our customers who purchased DIY hotdog kits said they would not have purchased from the restaurant during the pandemic otherwise and were keen on seeing the kits continue, even after we reopened.”

He added that his team also discovered that our new food trucks were massively popular with customers and that they wanted to see them more often, which completely changed our strategy long term.

More than half of consumers (57%) said they are aware of the brand values of the products and services they purchase or use.

A third (36%) said they would likely stop purchasing from a brand if they felt disconnected from the company mission, values, or stance on societal issues.

27% of respondents felt that the companies they do business with were doing enough to address environmental and societal challenges.

Nearly two-thirds (65%) of consumers have switched brands because their experiences did not live up to an advertised brand promise (fast delivery or great customer service).

When asked what factors would cause them to stop purchasing from a brand, 69% said poor customer service – ahead of product quality (50%) or price increases (42%).

Do you agree with this poll's findings? Let us know your thoughts in the comments below.

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