Is convenience and price more important than brand values?

27% of UK shoppers regularly buy from retailers despite disagreeing with their ethics, according to research from Emarsys.

A study of 7,000 consumers across five countries reveals that 24% have brands that they regularly buy from but would not endorse publicly, with a further 15% going so far as to say that they are loyal to retailers they’re ashamed of.

When it comes to younger consumers, the figures are even higher.

In fact, those aged 16-24 are the most likely to regularly buy from brands despite disagreeing with their ethics, with a third admitting to feeling this way. This group is also the most likely to regularly buy from brands but not endorse them publicly (32%).

Strong ethical values (16%) is one of the least popular reasons why respondents are loyal to their favourite retailers, compared to 56% who are loyal to brands that have a wide range of products and 43% for low prices.

Payal Hindocha, Director Customer Engagement Solutions GTM at Emarsys, says: “With so many shoppers admitting to purchasing products from brands that have opposing morals or ethics, this begs the question – is convenience and price more important than brand values?”

Hindocha adds: “In an overcrowded and competitive market, a key consideration for brands is understanding what type of shoppers they want to attract and retain.”

“With many consumers admitting to being ‘silently’ loyal to companies, it’s time for retailers to consider how they, as a brand, want to build and inspire loyalty.”

“For example, our research shows that consumers often join loyalty programmes specifically to get their hands on discounts.”

“Working out how to individualise these deals, from controlling who sees what reductions to deciding exactly how much of a discount each person receives, is a key strategy.”

“With the retail industry facing one of its toughest crises in recent history, this could well be the difference between success and failure.”