Consumers Prefer To Buy From Companies That Reflect Their Values
According to the inaugural BBMG Conscious Consumer Report, nearly nine
in ten Americans say the words "conscious consumer" describe them well
and are more likely to buy (if products are of equal quality and
price) from companies that:
* Manufacture energy efficient products (90%)
* Promote health and safety benefits (88%)
* Support fair labor and trade practices (87%)
* Commit to environmentally-friendly practices (87%)
Conducted by BBMG, in conjunction with Global Strategy Group and
Bagatto, the report research in three U.S. markets with a national
survey of 2,007 adults to reveal how companies reach, inspire and
motivate values-driven consumers.
Raphael Bemporad, founding partner of BBMG, says "... conscious
consumers expect companies to do more than make eco-friendly claims.
They demand transparency and accountability across every level of
business practice... "
Key findings from the Conscious Consumer study include these excerpts:
Consumers' most important issues are the ones that affect their
health and wellness most directly, such as:
* Safe drinking water (90%)
* Clean air (86%)
* Finding cures for diseases like cancer, AIDS and Alzheimers (84%)
* Only 63% describe global warming as the most, or a very, important issue.?
Americans readily self-identify as:
* "conscious consumers" (88% well, 37% very well)
* "socially responsible" (88% well, 39% very well)
* "environmentally-friendly" (86% well, 34% very well)
* "green" (65% well, 18% very well, which is viewed as more exclusive)
While price (58% very important) and quality (66% very important) are
paramount, convenience (34% very important) has been edged out by more
socially relevant attributes... where a product is made (44% very
important), how energy efficient it is (41% very important) and its
health benefits (36% very important) are all integral to consumers'
purchasing decisions.
Jeffrey Pollock, president of Global Strategy Group, says "Americans
think before they buy... they tend to prefer to buy from companies
that reflect their values... "
