Honestly, both spook us out!
A segment of people who care as much about a brands values as it’s products.
This segment of people are increasing growing more and more relevant.
They stay loyal to a company that according to them is doin the right thing, even if their product might be sub par. They would be likely to try to persuade their peers to buy into these brands. Being active users of social media they are likely to activate their views of the brands they love or dislike. Corpsumers don’t hesitate in paying a premium amount for products of brands they believe or support a cause they believe in.