83% of Brazilians buy brands in line with your personal values

São Paulo – In a world where political issues are increasingly present, is difficult to escape the debate and keep "above the Mute". Environmental issues, LGBT rights issues, questions about immigrants, about animal rights issues: after all, the marks should address such problems and position themselves clearly or must remain neutral, away from the public debate? Many brands, at first, believe that the best is not to take sides, because that could displease a portion of consumers. For these, it's best to neutrality, to ensure the adoption, without error, of all consumers. But a new study, published by Accenture shows that perhaps the best strategy is to leave your position and clear values to consumers-citizens. The research "Global Consumer Pulse" from Accenture Strategy showed that 83 percent of Brazilian consumers prefer to buy from companies that defend purposes aligned with their values of life. They dispense those brands that prefer to stay neutral. The study said with 30000 consumers around the world, being Brazilian 1,564. The data show that the marks that tell the public about his purposes, demonstrate compromises with causes and put themselves in the world beyond their products have a better chance to attract consumers and influence buying decisions. In Brazil, 79% of consumers said they want companies and brands to position themselves in relation to important issues in areas such as society, culture, environment and politics. In addition, 76% said that their purchasing decisions are influenced by the values propagated by the markings and for the actions of their leaders. In another point of the survey, 87% of Brazilians have stated you want companies to be more transparent about the source of their products, the working conditions of its employees and the issue of animal testing.