Young consumers buying into brand narratives first, say founders of new-age brands
According to new-age brand founders, many young consumers prioritize brand narratives over products when making buying decisions. They believe that their stories convince consumers for repeat purchases, while others argue that it is the product itself that solves a problem for consumers. Founders of D2C and new-age companies believe that consumers are looking for transparency and resonate with the stories of brands they can be a part of.
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