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  • How do a brand’s values influence our spending habits?
    Tech Insider (2015) ©

Give a shit! The science of brand values

There's one rule that explains how trends catch on; visibility. And more than half of us are now willing to pay more for products that are visibly socially responsible. Professor Lynn Kahle, who studies brand values, explains to Canvas8 why a brand’s values matter and how they influence people.

Location Global

Social psychologists use a simple rule to describe what makes a trend catch on; visibility. People are fundamentally social, taking cues about how to behave from those around them, so the more visible a behaviour is, the more likely it is to spread.

In the past year, we’ve reached a tipping point around visibility and values, with 55% of people globally now willing to pay more for socially responsible products. And it’s easy to see the impact this shift is having on popular culture. Take a brand like H&M; its ‘Conscious’ collection is not about ...



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