Many of today’s consumers are not just looking for products; they’re seeking connections with brands that share their values, ranging from sustainability to human rights and social justice. This shift in consumer awareness means ecommerce retailers must clearly and authentically express their values to improve shopper loyalty and attract new customers.

In April 2024, Bizrate Insights surveyed 1,000 online shoppers to understand which values resonate most with consumers and how these beliefs shape their purchasing decisions. Let’s examine the results.

Increased Awareness Among Shoppers

Our survey revealed that consumers are increasingly aware of and interested in the values that retailers uphold. Heightened media attention plays a big role here — 48% of respondents said they always look at or are much more aware of how brands portray their values because of the media.

Almost half (49%) of online shoppers consider a retailer’s values when shopping most or all the time, while only 11% said they never do.

The Values That Matter Most

What do customers value most? Here’s what survey respondents said:

• Logistics: 73% said shipping was important when purchasing online, and 40% marked packaging as important.
• Environmental impact: 31% valued sustainability, and 21% considered environmental concerns when purchasing.
• Brand philosophy: 29% looked at overall brand philosophy, such as innovation or creativity, when purchasing online.
• Social concerns: 16% considered social justice an important value. Diversity, equity, and inclusion was another valued brand stance, with 14% marking it as important.

The environment has quickly become a significant factor for many customers. Half of our survey respondents expressed concern about the environmental risks of not supporting sustainable brands.

Interestingly, while younger shoppers tended to skew higher for most of our survey questions, concern for the environment was pretty consistent across all age groups.

Read more about how ecommerce retailers can thrive with sustainable sourcing and why sustainable packaging matters.

How Values Impact Shopping Behavior

While awareness is growing, we found the extent to which brand values impact actual purchasing decisions varies:

• Value alignment: Only 15% of shoppers stated they would never buy from a retailer that doesn’t align with their values.
• Sustainability: A significant portion (33%) of shoppers actively seek out retailers with sustainable practices, and 14% are willing to pay extra to support those brands.
• Second-hand shopping: Customers are embracing the recommerce revolution. With sustainability in mind, 31% of shoppers have purchased a used or refurbished item directly from a retailer, while 18% have bought from a resale site such as The Real Real, ThredUp, or Poshmark.
• Purchase categories: One in four shoppers has made sustainable purchases in apparel, health and beauty, technology, and home goods, with more limited shopping activity in other categories.

Shoppers indicated that sustainability is particularly important in categories such as apparel, electronics, and health and beauty.

Generational Differences

Younger shoppers are leading the charge when it comes to brand value awareness and its influence on their shopping behavior.

• 67% of shoppers 18-29 and 55% of those 30-39 consider a retailer’s values most or all the time when shopping.
• 66% of those 18-29 and 58% of those 30-39 always look at or are much more aware of how brands portray their values.
• 42% of shoppers 18-29 are more likely to seek out and purchase from brands with sustainable practices.
• 41% of those 18-29 said they purchased an item used or refurbished through a retailer, and 25% bought from a resale site.

Older shoppers might be less active in seeking out sustainable products specifically, but they still participate in sustainable practices. For instance, we found older shoppers (55+) are more likely to donate used items and are just as concerned about the environmental consequences of not shopping sustainable brands.

Action Items for Retailers

Building compelling brand values isn’t something you can knock out overnight and be done with — values require a thorough initial review and continuous re-evaluation of how you plan to represent them. It’s one thing to say you value something, but showing it is another matter entirely.

Here are some tips to get you started:

1. Nail down internal policies: To align your brand’s practices with its values, start by reviewing all internal policies, from HR to customer service. Identify any gaps between what your company says and what it does, then adjust policies as needed to match your values better.
2. Website visibility: Your brand’s website is crucial for customer engagement. Enhance your site by clearly showcasing your company’s values — videos, infographics, or customer testimonials can all be effective. One survey found that 77% of people who watched a brand’s testimonial video say it influenced their decision to buy.
3. Consistent communication: Consistently incorporate your values into all communications, from emails to social media to ads. Each channel is an opportunity to express your brand values. This approach keeps your values active and central to your brand’s identity.
4. Highlight sustainable products: Establish a special section or category for eco-friendly products in your online store. You can do this by using unique icons or labels, such as a green leaf, to highlight these sustainable options and make them easily identifiable for shoppers.
5. Avoid greenwashing: Don’t make the mistake of greenwashing or misleading customers about your brand’s environmental impact. A recent Harvard Business Review study found that customer satisfaction levels fall if they perceive a company as greenwashing, leading to significant implications for its bottom line.
6. Ensure imagery reflects values: Your website’s design should embody your brand values. If you value sustainability, try showcasing images and graphics of your products being used in eco-friendly ways and community projects. Make sure all photos and graphics are carefully chosen to represent diversity and inclusivity.
7. Keep messaging authentic and current: To stay on top of timely conversations, update content to reflect the latest news, holidays, and social trends. Encouraging employees to post about these topics can also boost brand connection. A recent Sprout Social survey found that 70% of consumers feel more connected to a brand when the CEO is active on social media, and 72% feel similarly when employees share brand information online.

Final Thoughts: Building a Values-Driven Brand

Understanding and responding to your customers’ values is essential for any modern ecommerce retailer. By actively showcasing your commitment to important issues and making it easy for shoppers to align their purchases with their values, you can build a loyal customer base that supports and advocates for your brand.

The above insights are just a taste of what’s available in our free Shopper Insights Brief. Download it today to build your values-driven brand.

At Bizrate Insights, we specialize in gathering actionable customer feedback that can transform how you connect with your audience. 

Ready to experience firsthand how our tailored solutions can revolutionize your customer experience strategy? Schedule a demo today to get started.