ebuzz - Doing Well by Doing Good

Doing Well by Doing Good

Well, the news is in: consumers prefer to buy from companies that reflect their values. At least those are the findings of a new research study, the BBMG Conscious Consumer Report conducted by BBMG, Global Strategy Group, and Bagetto.

According to the report, 90% of customers surveyed indicated that they wanted to buy from companies that manufacture energy-efficient products. 88% of those surveyed said they would prefer to purchase from companies that promote health and safety benefits. 87% want to support fair labor and trade practices, and 87% want to buy from companies committed to environmentally friendly practices.

Price and quality remain important to consumers, but for the first time convenience has taken second place to socially relevant attributes.

The obvious lesson here? Marketing needs to be aware that Americans are changing, and change along with them. It's no longer enough to manufacture and sell the best widget, or the cheapest widget, or proclaim the loudest the qualities of one's widget ... now we're seeing an increasing trend toward considering the impact that the manufacturing and sales of widgets have on the environment and on the people involved in their creation. Green campaigns are starting to spring up everywhere, from television channels to automobile ads; and it's a trend that we expect to see increasing as concerns about social issues increase.

And that's our take on the news today!

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