Study Shows Consumers Want Brands to Do and To Be Good

Week 5 of Consumer COVID Tracking Study Reveals Buying Shifts

Sterling-Rice Group
Full Service
Boulder, United States
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The experience of living through the Covid-19 Pandemic has brought forward a growing sense of gratitude and appreciation for those on the front lines, values that consumers say are influencing their brand preferences as they seek out products that are good and do good. These are among the highlights of week-five of an ongoing weekly tracking study of Americans across the country conducted by the Sterling-Rice Group (SRG).


Over the past five weeks, consumer buying preferences have shifted. Today, 1/3 of Americans say that they are most likely to buy brands that they know are safe, are made in the USA, and contribute positively to society during the crisis. These changing values are also leading 20% of Americans to consider major life changes beginning with moving away from a large city and changing jobs. 


“Consumer buying patterns are moving toward brands that they know and trust, are safe, and provide a good value,” explained Cindy Judge, CEO of SRG. “Importantly, 1/3 of consumers are also supporting brands and companies that are contributing to our nation and are treating their employees fairly.”


The study also shows changing attitudes towards the restaurant experience. Today, the number one driver of why a consumer chooses a restaurant is food safety protocols. Safety ranks just ahead of a desire for great tasting food and a desire to eat foods that one craves.  


The SRG Consumer Attitude and Behavior survey is being fielded on successive Wednesday mornings, with the first wave beginning March 11 among 200 Americans across the country. The sample is nationally representative of the US population – balanced to age, gender, ethnicity, income and region. 


About SRG

Headquartered in Boulder, Colorado, SRG is a nationally recognized brand consultancy and creative agency. The agency has expertise in consumer and B2B insights, brand strategy and positioning, new product innovation, advertising, culinary and design. SRG has been ranked on Outside Magazine’s Best Places to Work list for the past nine years and was also recognized by Ad Age as a 2016 and 2017 Best Place to Work.

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