Younger consumers are more concerned about ethics, sustainability and product quality than social media presence or new apps, according to research conducted by YouGov and supply chain management firm GT Nexus.
The poll of millennials, aged 18 to 34, showed that more than half (55%) had changed their favourite brand in the past year. Most had done so due to issues with product quality (41%) or availability (41%).
However, 28% said they switched because they felt the company wasn’t treating workers fairly, whilst 22% changed allegiances due to concerns about the brand’s environmental record.
Far fewer ditched brands because of a poor social media presence (5%) or lack of a mobile app (4%). GT Nexus suggested that scandals over supply chain issues have made consumers more aware and less tolerant of ethical and sustainability factors than older generations.