69% of consumers more likely to buy brands that align with their personal values, Ipsos research finds

Consumers are still more likely to say they back companies promoting LGBTQ equality, the research shows (Image: Pexels)

New research from Ipsos has shown 69% of consumers are more likely to buy brands aligning with their personal values, up from 53% a decade ago.

Ipsos, headquartered in Paris, France, is a highly regarded global market research and consulting firm.

The research also found that consumers are still more likely to say they back companies promoting LGBTQ equality (40%) than oppose (25%).

In particular, Millennials (74%) and Gen Z (73%) are more likely to prioritise buying from brands that share their personal values.

However, British public support for brands being pro LGBTQ equality seems to have dropped, with two in five (40%) say they support companies and brands actively promoting equality

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