Socially conscious shoppers ditching 'unethical' brands

  • Print
  • Share
  • Comments (2)
  • Save

Shoppers are becoming more socially conscious and are ditching brands they believe fail to meet their ethical standards, a new survey has found.

The MediaCom study of 2,000 respondents found as many as 80% say brands must take steps to minimise environmental impact.

But 65% believe brands overstate their environmental credentials and a further 45% admit to being very sceptical of any brands that claim to support good causes.

Some 40% of consumers have either stopped using, or never used, a brand because of its values or behaviours. And 63% believe brands have a responsibility to give back to society.

Pauline Robson, managing partner and head of MediaCom’s research arm Real World Insight, said even those brands that did have good values or behaviours at their heart faced a challenge in convincing the public they were genuine and could be trusted.

Almost half – 49% – of respondents say they are willing to pay more for a brand that supports a cause which is important to them – a figure that climbs to 60% in 18-24-year-olds.

More young people than older people have bought a branded product specifically because of its chosen values or beliefs – 49% compared with 35%.

Robson said: “It’s our belief that we, as a society, are heading towards mass adoption of purpose. Overall, there is an increasing awareness of and focus on what a brand stands for – to the point where many people are willing to buy more and pay more for a company they feel makes a positive impact.

“What brand can afford to ignore that? Working to make a positive impact on society isn’t a ‘nice to have’, it should be part of a brand’s DNA and a pillar of any communications and interactions with consumers. It can make your brand stand apart from the competition.”

Readers' comments (2)

  • On the other hand if it's on promotion........

    Unsuitable or offensive? Report this comment

  • For some real world insight examine what people do, not what they say they do. Or even worse what they say they will do, might do or could do. It is well established that in surveys such as this many people will give what they think is the "right" answer.

    Unsuitable or offensive? Report this comment

Have your say

These comments have not been moderated.

You are encouraged to participate with comments that are relevant to our news stories. You should not post comments that are abusive, threatening, defamatory, misleading or invasive of privacy. For the full terms and conditions for commenting see clause 7 of our Terms and Conditions ‘Participating in Online Communities’. These terms may be updated from time to time, so please read them before posting a comment.

Any comment that violates these terms may be removed in its entirety as we do not edit comments.

If you wish to complain about a comment please use the “report this comment” facility or email groceremails@wrbm.com

Mandatory
Mandatory
Mandatory
Mandatory

Related images

  • Fairtrade trolley of goods
  • Print
  • Share
  • Comments (2)
  • Save
Sign in

Newsletter Sign-up

I wish to receive the following newsletters:

FOLLOW US