A recent study conducted by Karmarama Human Insight has unveiled a significant trend among British consumers – their purchasing decisions are now heavily influenced by how deserving they perceive a brand to be of their support. This discovery, made just last month, highlights a growing emphasis on ethical business practices and social responsibility in the eyes of consumers.
The study found that consumers are deeply concerned about how businesses treat their employees, suppliers, and customers. They expect brands to demonstrate a prompt and sensitive response to social issues, along with tangible actions that align with the brand’s values and promises.
Interestingly, the research also revealed a significant increase of 60% in online conversations about brands deserving of consumer support since the beginning of the pandemic. This suggests that consumers are actively seeking out brands that exhibit a commitment to society and its people.
One of the key takeaways from the study is that 64% of consumers consider a brand’s deservingness as a crucial factor in their overall customer experience. Moreover, almost three-quarters of consumers believe it is vital for brands to communicate their efforts in helping society and its people, rather than solely focusing on their products or services. This represents a noticeable rise from 61% in the previous summer.
Regarding employee treatment, the study highlights that 81% of consumers are more likely to spend their money with companies that have a good track record in this area. This figure has increased from 61% in July, indicating a growing emphasis by consumers on fair and ethical treatment of employees.
Furthermore, the study finds that 76% of consumers are more inclined to make a purchase when they witness an authentic brand engagement with the challenges caused by the Covid-19 pandemic. This figure has risen from 66% in the previous summer, underscoring the importance of brands proactively addressing the issues faced by society.
The study’s findings emphasize the necessity for brands to prioritize ethical practices and social responsibility in order to attract and retain customers. Merely selling products or services is no longer sufficient; consumers want to support brands that align with their values and actively contribute to the betterment of society.
In conclusion, the study reveals that British shoppers are becoming increasingly conscious of the deservingness of brands. They expect brands to exhibit ethical behavior, support social causes, and genuinely engage with current issues. Businesses that meet these expectations are more likely to earn the loyalty and patronage of consumers in today’s socially conscious marketplace.
(Note: This is a revised, expanded, and reorganized version of the original article.)
Useful Links:
1. BBC: How ethical are fashion brands?
2. The Guardian: The true cost of your cheap clothes
