A recent study conducted by global commerce services brands PFS and LiveArea has shed light on the growing importance of ethical behavior among online brands in the UK and Ireland during the pandemic. The report, based on a survey of 2,500 individuals, revealed that consumers are now holding companies accountable for their actions, with a majority (58%) expressing greater loyalty towards brands that have shown a willingness to assist individuals in need during these challenging times.
Moreover, over half of the respondents (53%) indicated a preference for online retailers and brands that have responded ethically to the current social climate. The survey also found that consumers are more likely to support businesses that prioritize the safety and well-being of their employees, with 59% expressing a greater inclination towards such brands.
Maintaining open lines of communication with customers is another key factor in fostering loyalty. According to the report, a significant number of consumers (64%) are more inclined to make purchases from online retailers that provide regular updates on orders and engage with their customers. Additionally, sharing shopping experiences with friends and family has become a common practice, with millennials being particularly active in spreading the word about both positive and negative experiences.
The report also underscored the lasting impact that a company’s behavior during a crisis can have on its reputation and sales. While some businesses faced criticism for their actions, others earned praise for their efforts to support communities, healthcare systems, and customers. This highlights the importance of ethical conduct and responsible business practices in earning and maintaining consumer trust and loyalty.
In conclusion, the study serves as a valuable reminder that consumer loyalty is closely tied to a brand’s ethical behavior, especially in times of crisis. Brands that prioritize doing the right thing, demonstrate their commitment to customers and employees, and maintain transparent communication are more likely to build lasting trust and loyalty among consumers. Ultimately, a focus on ethical practices and responsible behavior can help online brands strengthen their customer base and thrive in the long run.
For more insights on consumer behavior and ethical business practices, you can read the full report by PFS and LiveArea here. Additionally, to explore strategies for enhancing customer loyalty through ethical conduct, you can visit this resource.
