Nice guys finish first
Social responsibility is the new black. It turns out that consumers actually do care if you're an evil bastard. So be good. It's good for business.
NEW YORK (AdAge.com) -- If you don't stand for a cause, consumers may stop buying your products.
That's according to the 2007 Cone Cause Evolution Survey, which finds that fully two-thirds of Americans consider a company's business practices when deciding what to buy. It also found that 87% of U.S. consumers would switch from one brand to another if the other brand was associated with a good cause, up 31% since 1993. According to Cone, 92% of consumers value companies that promote social issues, and 83% say companies have a responsibility to help support them.
Green may be the movement to gravitate towards, but it still ranks second to Americans' leading concern: health. With the environment becoming a hot-button issue this year, however, Ms. Cone said companies should look at protecting the environment as part of their business practices, along with diversity in the workplace.