Go-Distribution.co.uk

Some very interesting results from a recent survey of consumer attitudes toward brands with social purpose reveals that there is a growing trend among consumers to buy from, and pay more, for products that are associated with a social purpose.

Corporate Social Responsibility, a term that Corporations began to use prior to the “economic downturn” (is that what it’s called?) has now reached through to the consumers enough so that they will make purchase choices based on the positions of the Companys and Brands that they see.

To demonstrate how far this consumer movement has come, here is an excerpt from a commentary article by Betsy Atkins in Forbes Magazine from November 2006, “The corporation’s goal is to act on behalf of its owners. The company’s owners--its shareholders--can certainly donate their own assets to charities that promote causes they believe in. They can buy hybrid cars to cut back on fossil fuel consumption or support organizations that train the hard-core unemployed. But it would be irresponsible for the management and directors of a company, whose stock these investors purchased, to deploy corporate assets for social causes.”

In light of the changed climate in only the past 3 years, the fact that consumers are now moving decision making to follow social purpose is significant. Retailers and Brands aware of this connection will be able to communicate the benefits of the company to the consumer, not just the product to the purpose. More and more, consumers will want to know whether companies invest in social good, be it eco-progress, fair trade, toxicity reductions, waste reductions or fat content. Bad brands will be more easily depicted by consumers as coming from companies that have no message about how their business or products are working toward a better tomorrow, not just for the individual, but, for everyone somehow.

This article clearly describes why the GreenSmart message is so well timed.

> View article

< Go back to the Go Distribution - Travel, Eco, & Consumer Power Products home page