In just a few quick years, values have become incredibly important to marketing. Recent surveys show that 72% of U.S. consumers believe it’s “more important than ever” to buy from brands that truly reflect their values; 87% say they would switch brands on this basis; and 65% report boycotting previously-purchased brands because of their position on key issues.
Author Archive
Hillary Haley
Hillary Haley, Ph.D., leads RPA’s behavioral science discipline at full-service, independent ad agency RPA. She has more than 15 years of experience in market research, customer-centric data science and related fields. She has taught in the Psych. Dept. at UCLA, the Humanities and Sciences Department at ArtCenter, and the MSBA program at Loyola Marymount University. Her research has appeared in both academic and industry publications, and Dr. Haley has authored a report earlier this year on marketing in anxious times.