03/12/2024

According to New Research, Consumers Are Putting Themselves First

A 'me over we' mentality is driving buying decisions

Hello and welcome to Modern CEO! I'm Stephanie Mehta, CEO and chief content officer of Mansueto Ventures. Each week this newsletter explores inclusive approaches to leadership drawn from conversations with executives and entrepreneurs, and from the pages of Inc. and Fast Company. If you received this newsletter from a friend, you can sign up to get it yourself every Monday morning.

The socially conscious individual has given way to a "me over we" consumer who favors brands that deliver personal value over societal value, according to new research from The Weber Shandwick Collective (TWSC).

The report, What We Value: The Primacy of Personal, used quantitative and qualitative research to understand what people around the world want from brands, products, and companies. Three out of four respondents say what they value most has changed in the last five years, with the shock and aftereffects of the COVID-19 pandemic being the No. 1 reason for the shift. After practical considerations, such as utility and value for their money, consumers ranked "personal emotional value" as two times more important to them than societal or social value.

Please select this link to read the complete article from Inc.