Report: CSR, trust and social media paramount to building brand loyalty

A recent survey revealed that PR and marketing pros must do more to retain audiences’ attention—and their pocketbooks.

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Businesses must adapt better to customers’ changing needs and desires, according to a study investigating trends in consumer behavior.

A recent survey of 2,000 U.S. consumers found that 75 percent think organizations can do a better job of increasing brand loyalty.

Ninety percent said no brand has gone to extraordinary measures to keep their business, but consumers aren’t looking for massive gestures. Instead, the survey’s respondents said loyalty is increased by measures such as corporate social responsibility, tactics that gain trust and excellent social media use.

Though one in four consumers said coupons and discounts can increase loyalty for a certain brand, several said an organization’s affiliations and community efforts influence their decisions to buy.

“… I feel that brands that give back, do things for the environment and choose better ingredients are worth being loyal to, and I’m willing to spend more money on their products,” one consumer said.

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