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Consumers Prefer Brands Associated With Good Causes

by Ayaz Nanji  |  
June 14, 2013

If offered comparable price and quality, 91% of consumers worldwide would switch brands to one associated with a good cause, according to a recent study by Cone Communications and Echo.

Similarly, 92% of consumers surveyed said they would buy a product with a social or environmental benefit if given the opportunity, and more than two-thirds (67%) said they have done so in the previous 12 months.

Moreover, 90% of people surveyed said they would boycott a brand for irresponsible behavior.

Below, additional key findings from the Global Corporate Social Responsibility Study, which was based on a survey of more than 10,000 people in the US, UK, Canada, Brazil, Germany, France, Russia, China, India, and Japan.

Consumers' Expectations of Businesses 

  • Just 6% of consumers surveyed say the singular purpose of business is to make money for shareholders.
  • 91% say companies must go beyond the minimum standards required by law to operate responsibly.
  • 22% say companies have made a significant positive impact on social and environmental issues.
  • 27% say consumers themselves can have a significant positive impact through their purchases.

Social Media

  • 34% of consumers surveyed use social media to share positive information about companies and issues.
  • 29% are using social media to learn more about specific organizations and issues.
  • 26% are using social media to share negative information.

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Ayaz Nanji is an independent digital strategist and a co-founder of ICW Content, a marketing agency specializing in content creation for brands and businesses. He is also a research writer for MarketingProfs. He has worked for Google/YouTube, the Travel Channel, AOL, and the New York Times.

LinkedIn: Ayaz Nanji

Twitter: @ayaznanji

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  • by Chris Fri Jun 14, 2013 via web

    Fascinating stuff.

    Unfortunately, it appears consumers don't know the facts. Court decisions have decreed that U.S. corporations may ONLY consider profit when making decisions. If their irresponsible acts affect that, then maybe they can include good causes as a way to impact their bottom line.

    I'd be interested to know if bad things they do affects consumer shopping habits. Do people stop buying clothes made in dangerous conditions, for example?

  • by Gracious store Sat Jun 15, 2013 via web

    Consumers put their buck where their hearts are.

  • by Jeff Machado Fri Jun 21, 2013 via web

    Thanks for sharing these research results, Ayaz.

    How would you advise local businesses apply this information, especially if they're not able to make a huge impact on economic development?

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