Consumers consider brands' ethics when shopping, according to survey

Consumers: brand ethics influence purchases
Consumers: brand ethics influence purchases

Consumers are increasingly taking into account brands' ethical records when it comes to making buying decisions, according to a new survey.

Of a poll of 1,000 people, 91% said the way a company behaved towards its customers and communities was influential when making a purchase, while 74% wanted to know more about the behaviour of a company before buying.

Six out of 10 said that awareness of a company's ethics affected their decision-making and 53% said knowing that "the company donates a percentage of profits to charity and good causes" was influential when considering a purchase.

The survey also exposed an age and gender split, with more under-30s ranking "ethical brand values" as a priority when spending on the high street, compared to older consumers. Social responsibility was also a higher priority for women than men.

The research was commissioned by agency 23red to coincide with the launch of its Great Good offering, aimed at educating brands and businesses on how best to align their commercial interests with their core values.

Jane Asscher, 23red managing partner and founder, said: "The real challenge for brands is how best to harness the values at the heart of their business as marketing tools, without appearing cynical. This isn’t about sound bites and tokenistic gestures – it's a paradigm shift."

A separate review of the national press by the agency in the first six months of this year found that Marks & Spencer and Pepsico, Britvic and Unilever were brands that had received positive press coverage on their ethical records.

Discussion

Before commenting please read our rules for commenting on articles.

If you see a comment you find offensive, you can flag it as inappropriate. In the top right-hand corner of an individual comment, you will see 'flag as inappropriate'. Clicking this prompts us to review the comment. For further information see our rules for commenting on articles.

comments powered by Disqus
Brand Republic Jobs

subscribe now

Latest

John Lewis walks consumers through its history to celebrate 150 years of business
Waitrose boosts content strategy with 'Weekend Kitchen with Waitrose' C4 tie-up
Hottest virals: Cute puppies star in Pedigree ad, plus Idris Elba and Fruyo
Amnesty International burns candles to illuminate new hope
Toyota achieves the impossible by calming angry Roman drivers
Tom of Finland's 'homoerotic' drawings made into stamps
YouTube reveals user habits to appeal to 'older' marketers
Ex-M&S marketing chief Steven Sharp consulting at WPP
Wolff Olins reveals new CEO after Apple poaches Karl Heiselman
Glasgow offers £30,000 prize to best digital idea for 2014 Commonwealth Games
Google's revenues surge but shares drop as it grapples with transition to mobile
Facebook beats Twitter to most 'marketing friendly' social media site crown, says DMA
Fableists believe children like Finn should be outdoors enjoying life
Homebase, Baileys and Camelot join the line-up at Media360
MasterCard renews Rugby World Cup sponsorship to push cashless message
Lynx unleashes £9m 'Peace invasion' campaign
Social Brands 100 Youth: Pizza Hut most social youth brand in UK
Cheryl Cole is wild and arresting in new L'Oreal work
Morrisons told not to show alcohol ads during YouTube nursery rhymes
O2 head of brand Shadi Halliwell departs after 23 years at company in restructure
Tesco hit by further sales decline as it turns to digital Clubcard and social network
Branding guru Wally Olins dies aged 83
Duracell short film captures epic Transatlantic voyage
Ash runs Tinder experiment to show smokers are less desirable to opposite sex
British Airways teams up with Gerry Cottle Jnr for summer of rooftop film screenings
Arklu says 'girls can be superheroes too' with doll design competition
Coke enters squash market with Oasis Mighty Drops
Virgin Galactic signs up Land Rover as space flight sponsor
Motorola marketer Andrew Morley departs as Google gears up for sale to Lenovo
US Airways apologises after tweeting obscene image at a customer