IBM Study: Purpose and Provenance Drive Bigger Profits for Consumer Goods In 2020
IBM News, January 10th, 2020
January 10, 2020,
Volume 262, Issue 2

Shoppers Willingly Pay Higher Premiums For Sustainable, Traceable Brands

IBM released a new study on global consumer trends, revealing that now, more ever before, the importance of brand purpose surpasses cost and convenience for today's shoppers. The research, developed in partnership with the National Retail Federation (NRF), polled nearly 19,000 consumers from 28 countries, across all demographics and generations, from Gen Z to Baby Boomers (ages 18-73), to understand how individual purchasing decisions are evolving and help today's consumer-facing companies navigate trade and commerce complexities.

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