The Force of Impact by dcdx
measuring the relationship between the perception of brand societal impact and audience purchase intent
It begins with a simple question:
What is the role of a brand’s societal impact on consumer behavior?
Gen Z is commonly considered the most value-driven generation ever when buying from a brand.
But we also know for this generation that cost and convenience will almost always outweigh a brand’s societal impact - at least for some industries.
The classic “SHEIN Paradox” of Gen Z is one of the most frequently asked, and yet least understood dynamics of this audience. Gen Z frequently promotes sustainability yet buys in excess from fast-fashion brands like SHEIN.
Why?
Introducing...
The Perception-Avoidance Quadrant
Example: Nike, Patagonia and SHEIN
preview the full report:
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