A significant minority of shoppers care less about deals than the corporate values of their merchants. Publicity agency MWWPR christened this group “CorpSumers” last year and estimates they are 35% of the U.S. population. A recent survey found that 75% of the group say they’ll select holiday gifts based on whether they feel the brand or retailer has values similar to their own. You could also argue this means that three-quarters of shoppers don’t care about corporate values. For an extended discussion, see this blog post at Customer Experience Matrix.