The evolving conversation on consumer values

Insights and trends from GfK's latest consumer research

Amid a global pandemic, an economic downturn and widespread protests against systemic racism, the world is a different place than it was heading into 2020. But people don't change who they are or what they believe in overnight. GfK has been tracking how personal values impact consumer behavior for decades, showing a growing trend of distrust in government and institutions and concern over socioeconomic inequality even before the health crisis. In today's cultural climate, these feelings have intensified, making businesses well-positioned to take a stand on social issues. Explore the infographic below to learn more about how social values impact consumers' choices. 

To get more insights on this topic, listen to NRF's Retail Gets Real podcast featuring GfK's Rachel Bonsignore: How social values impact consumer behavior.