Report: Consumers buy from like-minded companies

It may pay to tell consumers a bit about your company. According to the inaugural BBMG Consumer Conscious Report nearly 90% of American consumers are more likely to buy products from socially conscious companies.

by Kristina Knight

The study also found that companies which only paid lip-service to "green" issues but weren't really eco-friendly would not fare well in the market.

Researchers found that 9 in 10 consumers would purchase from manufacturers which produce energy-efficient products, that 8 in 10 consumers looked for products which promote the health and safety benefits of the product and that support fair labor or trade practices. Users are also becoming more interested in manufacturers which are eco-friendly.

The results are interesting, but are consumers more apt to purchase a product from a company purported to be "green"? According to the research, yes, but researchers also found that businesses which were not honest about the green practices would do a lot of harm to their brand.

"Conscious consumers expect companies to do more than make eco-friendly claims. They demand transparency and accountability across every level of business practice," said Raphael Bemporad, founding partner of BBMG. "Avoiding the green trap means authentically backing your words with socially responsible actions."

Advertising green, then, is a good idea - if the company is truly green. If not, creating a green campaign offline or online will not benefit the organization.

Tags: eco-friendly, green advertising, online advertising

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I believe that all companies have a duty to both their customers and the enviroment to create a green policy that actually does contribute back to the enviroment. My purchases are very much affected by a companies policy and so are alot of my friends

Posted by: ginny on November 14, 2007 13:30