Consumers Want the Workhorse, Not the Unicorn

2019-07-10T21:35:45-04:00July 10th, 2019|

By Sara Harper, founder of Grounded Growth

Did you know that today’s consumers actually want honesty from brands and believe overwhelmingly that they are not getting it?

According to consumer research from the Consumer Goods Forum, 66% of Millennials and 79% of Gen Z consumers think that brands are never honest, or not honest enough about environmental issues.

What’s more — 58% of both Millennials and Gen Z report that they would trust a brand more if they shared challenges and “work in […]