Spurred by the global pandemic, a rise in social activism and the surge of wellness movements, consumer sentiment has shifted significantly over the past few years. Nearly all (93%) consumers surveyed in PwC’s most recent Holiday Outlook shared that trust is a top influencer in their buying decisions. Pre-pandemic, that number was 70%.
Consumers have upped their scrutiny of brands and the world at large, which means that brands must tell an effective environmental, social and governance (ESG) story in order to win and retain consumers in 2023.
