Brand Impact on Customer Loyalty

An interesting study of 1,000 adults suggests that consumers seem to be more concerned about ethics of businesses. The study reports that 91% of shoppers are seeking information about the approach of businesses to the environment as they are shopping for goods and services. The study was performed by Warc (which may be found at ward.com).

Contributions to charities also appear to affect the consumer. Of the 1,000 consumers surveyed, 530 reported that contributions to charities would play a role to purchase or not.

In addition, 74 percent were very interested in learning more about the ethics of a firm before making their purchasing decision.

These results are consistent with the blog of June 1, 2011 which discussed the research into the impact of corporate social responsibility on customers.

The bottom line is that companies are no longer just sources of products and services. Customers are seeing them as a component of their environment and are looking for them to actively participate in the local community and society at large.