Consumers rate a brand’s ethics before buying, study finds

A company’s ethics and corporate governance are crucial to consumers considering buying its products or services, according to a study.

Marks and Spencer's Plan A
Marks and Spencer’s Plan A

In a poll of 1,000 people, agency 23red found that 91% believed the way a company behaves towards its customers and communities is influential when making a purchase.

Almost three quarters (74%) want to know more about the behaviour of a company before buying, while 60% say a company’s environmental record, sourcing and employment policies affect their purchase decision.

FMCG companies such as Unilever, P&G and Reckitt Benckiser all report regularly on the progress of environmental initiatives, believing it crucial to the success of their company. M&S reported earlier this year that its sustainable Plan A initiative has helped lift sales.

The report comes as 23red launches its “great good” initiative, which claims to “educate brands and businesses on how best to align their commercial interests with their core values”.

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