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  • What do Americans consider the biggest dealbreakers?
  • What do Americans consider the biggest dealbreakers?
    Sebastiaan ter Burg (2019) ©
VOX POP

What causes Americans to break up with brands?

People are becoming increasingly aware of what brands are doing behind the scenes. But what would cause shoppers to stop supporting them? Canvas8 surveyed 4,982 Americans and spoke to eight people to find out what they would do if a brand did something that didn't align with their values.

Location United States

Scope
From Soulcycle and Equinox’s affiliation with the Republican party to Peloton’s controversial campaign, the fitness industry in the US has come under fire as brand activities have sparked backlash from their supporters. [1][2] For Soulcycle and Equinox, this meant a drop in attendance rates over the ensuing months. For Peloton, it resulted in online backlash and spawned the growth of widespread parody campaigns. And as people pay more attention to what brands are doing, a rise in consumer activism means brands are feeling the heat like never before.

At the start of 2019, online ...

Canvas8

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