Values Driven Consumer Research

This project explores how college students respond to values based brand messaging and how perceptions of authenticity shape consumer behavior. Our team conducted original research using a Qualtrics survey of Elon University students and analyzed how values such as transparency, affordability, sustainability, and inclusivity influence purchasing decisions. Using Target’s DEI rollback as a case study, we examined how inconsistent brand actions affect trust, perception, and loyalty among Gen Z consumers. The findings revealed a clear value behavior gap. While many students react negatively to performative messaging, those reactions do not always lead to changes in buying habits unless it personally impacts them. This project highlights the need for brands to align their messaging and actions with their values. It's also a great representation of my interest in research-led strategy and understanding how audiences think, not just how they respond.