How does a company's good citizenship affect your buying habits?
Thursday, March 13, 2008
According to a study released by Edelman 85% of consumers are willing to change brands or their consumption habits in order to make the world a better place.
Today my colleague Jesse from Alticor Corporate Citizenship forwarded some bullet points of the study my way. In addition to the statistic above, the study found that:
- Globally, "helping others and contributing to the community" is second only to "spending time with family and friends" as sources of consumer contentment.
- 78% like to buy brands that make a donation to worthy causes.
- 67% of consumers would rather see brands spend more money on good causes and feel that too much money is spent on advertising and marketing.
- 70% of consumers say they would be prepared to pay more for a brand that supports a good cause they believe in. More than seven in 10 (73%) would be prepared to pay more for environmentally friendly products.
- Consumer awareness of brands that support good causes is relatively low worldwide. Brands have an opportunity to more effectively engage consumers with their work in social purpose and make a bigger impact on issues that matter to them.
- 61% of consumers say "a person like myself" is the most credible source of seeking information about brands that support a good cause.
This got me to wondering what you as IBOs have heard from your customers about the same issues. Do your customers ask about what you or Quixtar/Amway do to make the world a better place? Has this information influenced their decision to purchase products? What causes are most important to your customers or those you sponsor? Do you share information on the One by One Campaign for Children? Does this have any impact on your customers?
I'm also interested in learning what you might need from us so that you gain a better understanding of the One by One Campaign and the causes associated with it? This year I plan to develop some training and education resources regarding One by One here in the U.S. I want to be sure that I include information you and your customers will find useful.