What causes Americans to break up with brands?
13 Jan 2020
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.

Public scrutiny
Second best
Personal preference
Truth seeker
Silent separator
Moral compass
Cutting ties
Conscious parting
Luana Sambell

Luana Sambell is a behavioural analyst on the Cultural Intelligence team at Canvas8. With an MSc in consumer behaviour, she’s interested in how pop- and sub-cultures shape people’s preferences, judgements, and decision-making. Outside of work, you can usually find her cycling around London looking for dumplings or natural wine.