Consumer Shift Research

Summary: In the summer of 2021, Esparza partnered with IMRG to better understand Americans expectations for brands and companies.

Share This Article

Like what you're reading?

Check out more of our insights!

In the wake of the COVID-19 pandemic and increased attention on racial injustice and inclusivity in our cultural zeitgeist, there is an obvious need for brands and companies to understand changing buyer opinions and behavior.

That’s why, In the summer of 2021, Esparza partnered with Inclusive Market Research Group (IMRG) —a Black, woman-led, full-service research firm that connects brands and organizations with insights from BIPOC (Black, Indigenous, People of Color) audiences to create culturally sensitive branding. Together, we conducted a survey of 693 American consumers to better understand their expectations for brands and companies — particularly in relation to how brands respond to social justice movements, and how important racial diversity really is to consumers — as well as how the COVID-19 pandemic has impacted their shopping behavior. The data collection, analysis, and visualization of the results required approximately six-months to complete.

What resulted is a study that illuminates how and why companies should take an open, candid, and honest stance about social injustice, diversity and inclusion. These insights provide an opportunity for brands and companies to better connect and engage with different demographics, demonstrate that their brand values are the same as their consumer’s, and gain consumer trust. The findings from our study provide leaders of brands with the insights they need to position themselves properly now and into the future — and take more market share from brands that just stick their heads in the ground hoping all of this will go away.

Renaissance Marketing 101

No matter the industry, businesses are likely looking to their top competitors for different kinds of inspiration, including for their marketing and social media strategies.

Quick Marketing Tips You Can Use Today

In 2023, marketing moves fast. That’s why we’ve developed a new series of videos designed to keep you up to date on the latest marketing and advertising trends.

Let's Chat

At Esparza, we value conversation. Fill out this form and we will get back to you soon!