Medical Design Briefs - November 2024 - 4
Study: Use of Recalled Products Does Not Equal Future Loyalty
A
new report has found that 36 percent
of Americans admit they
would continue to use products even
after a recall. The trend proves generational.
For instance, Millennials (45
percent) and Gen Z (59 percent) are
twice as likely to continue to use at
least one kind of recalled product compared
to Boomers (18 percent) and
Gen X (23 percent). The study was
conducted by MasterControl, a provider
of quality management and manufacturing
software for life sciences and
regulated industries.
" Companies hoping customers will
take proactive steps to guard against
recalled products aren't taking the realities
of consumer behavior into consideration.
If products don't get pulled from
the market, companies are left open to
legal and reputational risk, " says Jon
Beckstrand, MasterControl CEO.
While 92 percent of consumers say
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they would take some type of action to
mitigate the financial or physical harm
from a recalled product - like asking
for a refund or talking to a medical provider
- many will then still continue to
use the faulty products.
Among generations, Gen Z and Millennials
are the least likely to take action.
For example:
* For recalled products that pose a
health or safety risk, Millennials (18
percent) and Gen Z (17 percent) are
three times more likely to continue to
use them than Boomers (3 percent)
and Gen X (6 percent).
* 21 percent of Gen Z agreed they are
likely to use recalled vaccines compared
to 3 percent of Boomers, 11 percent of
Gen X, and 14 percent of Millennials.
The report also found that Americans
want what they consume to be of
high standard. But consumer apathy
doesn't necessarily equate to brand
loyalty. When recalls occur, many consumers
abandon future interactions
with brands, refusing to purchase more
products from them or telling personal
networks to avoid the brand.
Respondents to the study offer clues
about how brands can have more effective
recalls - what channels they get
information from, how they prefer to
receive information, what it would take
for brands to get them to act on recalled
products, and more. Nearly 40 percent
of respondents feel there needs to be
enhanced communication about recalls.
" Preventing recalls is by far the best way
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sales@micro-co.com
MICRO 140 Belmont Drive
Somerset, NJ 08873 USA
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4
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12/14/23 2:35 PM
for brands to build trust and reduce costs.
However, if mistakes make it to market,
the rising generation is looking for companies
to engage and communicate with
them in new ways, " Beckstrand said.
Sherrie Trigg
Editor and Director of Medical Content
To read the full report, go to https://tinyurl.
com/master-control-recalls-report
Medical Design Briefs, November 2024
https://info.hotims.com/86261-741
https://tinyurl.com/master-control-recalls-report
https://www.medicaldesignbriefs.com
Medical Design Briefs - November 2024
Table of Contents for the Digital Edition of Medical Design Briefs - November 2024
Medical Design Briefs - November 2024 - Intro
Medical Design Briefs - November 2024 - Sponsor
Medical Design Briefs - November 2024 - COV1a
Medical Design Briefs - November 2024 - COV1b
Medical Design Briefs - November 2024 - COV1
Medical Design Briefs - November 2024 - COV2
Medical Design Briefs - November 2024 - 1
Medical Design Briefs - November 2024 - 2
Medical Design Briefs - November 2024 - 3
Medical Design Briefs - November 2024 - 4
Medical Design Briefs - November 2024 - 5
Medical Design Briefs - November 2024 - 6
Medical Design Briefs - November 2024 - 7
Medical Design Briefs - November 2024 - 8
Medical Design Briefs - November 2024 - 9
Medical Design Briefs - November 2024 - 10
Medical Design Briefs - November 2024 - 11
Medical Design Briefs - November 2024 - 12
Medical Design Briefs - November 2024 - 13
Medical Design Briefs - November 2024 - 14
Medical Design Briefs - November 2024 - 15
Medical Design Briefs - November 2024 - 16
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Medical Design Briefs - November 2024 - 18
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Medical Design Briefs - November 2024 - 50
Medical Design Briefs - November 2024 - COV3
Medical Design Briefs - November 2024 - COV4
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