Italian consumers among Europe’s most demanding: brand values and consistency matter

According to the latest European update from Consumer Lab by Bain & Company, more than half of Europeans believe that brands should take a stance on social issues and support causes consistent with their values; otherwise, they are willing to boycott them.

Connection with the brand as a key factor

The study, which analyses the consumption preferences and behaviours of around 9.000 people from six markets (the United Kingdom, France, Germany, Italy, Spain and Poland), shows that compared with October last year, the level of brand connection remains essentially stable in Europe.

23% of consumers believe that a brand should inspire, while around 15% expect that the same brand shares the values with which consumers identify and supports causes considered important. Geographically, Spain (61%) and Poland (58%) are the countries where consumers attach the greatest importance to the social role of brands, followed by Italy (53%), while in Germany it stands at 30%.

Shopping expectations are particularly widespread among Millennial and Gen Z consumers, while they carry significantly less weight among Boomers and the Silent Generation. Moreover, this sentiment is shared across all income brackets, confirming it as a cross-cutting element of consumer behaviour. For companies, therefore, creating a connection with the customer helps strengthen the bond between consumers and the brand.

“Consumers’ attention to social issues continues to grow, especially among younger generations,” says Marco Caldarelli, senior partner and head of the consumer products sector in Italy at Bain & Company . “For companies, it is no longer enough to meet customers’ functional needs; it is increasingly important to build a relationship based on transparency, consistency and shared values. For companies in the fast-moving consumer goods sector, this means strengthening their positioning through an authentic and credible commitment capable of creating lasting connections with consumers.”

Food, restaurants and fashion at greatest risk of boycott

For companies, the ability to interpret and support the causes that matter to their consumers is increasingly a competitive factor: 46% of Europeans say that they have avoided buying a brand at least once because they perceived it as misaligned with their values. In Italy, the proportion is above the European average, standing at over 50%.

In our country, in line with the rest of Europe, the food sector tops the list of brand categories most affected by boycotts (41%), followed by fast food/restaurants (32%) and fashion (30%).

“For companies, understanding the motivations that guide consumers’ choices is now just as important as understanding their needs. The relationship between consumers and brands is evolving: it is no longer built exclusively on the product or price, but also on the company’s ability to be relevant in people’s lives. For this reason, incorporating these expectations into their strategy is increasingly a key lever. This does not necessarily mean taking a position on every issue, but being consistent with one’s identity and with the expectations of one’s customers. Those who manage to translate this knowledge into consistent and credible actions will have greater opportunities to differentiate themselves in an increasingly competitive market,” concludes Caldarelli.

This article was translated from the original Italian version with the assistance of artificial intelligence. In case of discrepancies, please refer to the original Italian version.