Young consumers buying into brand narratives first, say founders of new-age brands

Many young consumers are preferring to base their buying decisions on brand narratives first and products second, according to new-age brand founders. In the age of sustainability and brand connect, founders of D2C and new-age companies feel their stories convince consumers for repeat purchases, but others feel that it is the product which convinces the consumer, because it solves a problem for them.

Shark tank fame oral care brand Perfora’s founder Jatan Bawa said that people buy into the narrative of a young brand which is challenging the status quo, unlike legacy brands whose founders or brand building story is not well-known.