Posted by & filed under Consumer/Buyer Behavior, Integrated Marketing Communications (IMC), Marketing Research.

Description: Millennials seem to understand the importance of companies striving for meaning beyond profits. The same millennial buyers who tout their loyalty to cause-conscious organizations overwhelmingly spend their discretionary income at Amazon, a flawed behemoth that’s never laid out any ethical consumerism motto, but merely delivers fast service and competitively low prices.


Date: Feb 22, 2021


Questions for discussion:

  • How does the article explain consumer brand preference dissonance when it comes to companies like Amazon, Apple, and Nike?
  • What is the advice to marketers?
  • Do you agree with this analysis?