Vrity’s latest research sets out to prove values-based advertising can affect the bottom line – Digiday

Vrity’s latest research sets out to prove values-based advertising can affect the bottom line – Digiday

Vrity tracks values across 20 categories, including equality and environmentalism, but also more of-the-moment ones like employee empowerment, which addresses how companies treat their employees. “Turns out it does have high lift, and a big effect on how many people visit the stores,” said Wolfersberger. “That was surprising but also an encouraging indicator on how consumers are approaching the economy. Without being able to show that these things have a lift, [ad] budgets [featuring these types of messages] get squashed.” 

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Some of Vrity’s insights: 
People who think a retailer values diversity and equality visited that retailer 84.0% more often than those they did think do not. People who think the brand is honest and authentic shopped with in 75.7% more often. People who think the brand treats their employees well shop 65.3% more often, and people who think the brand is good for the environment are patrons 64.1% more often.These lifts persist across age, gender and income levels. Age does have an effect on the size of the lift, with people under 35 significantly more likely to shop based on their values.Costco, which is known for paying employees a $17 minimum wage, saw a significant lift for Vrity’s value category of “Employee Empowerment.” Consumers who recognized Costco as treating their employees well were 287.7% more likely to visit.Kroger, which has made a commitment to sustainability, saw a significant lift in Vrity’s “Environmentalism” category. Consumers who recognized that trait were 147.8% more likely to visit.
Neither Costco nor Kroger responded to emails seeking comment. 

Vrity latest research sets out to prove values-based advertising can affect the bottom line.

https://digiday.com/marketing/vritys-latest-research-sets-out-to-prove-values-based-advertising-can-affect-the-bottom-line/

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