Companies throughout the country have varying degrees of social responsibility. Many care about reducing their carbon footprint, keeping their business practices responsible, and contributing to community service projects. But does social consciousness actually benefit companies as far as gaining customers? How much attention do customers pay to the social consciousness of companies?
In Ask Your Target Market’s latest survey, 22% of US consumers said they go out of their way to support socially conscious companies. 56% of respondents said they will support these companies when it is convenient. And 23% said they are not more likely to support socially conscious companies. Women and respondents under 24 were slightly more likely to support socially conscious companies.
Just 11% of respondents said they actively research the social consciousness of the companies they support. 28% said they sometimes seek out news on socially conscious companies. 34% said they only pay attention to companies that are in the news or the public eye. And 27% said they don’t pay attention to the social consciousness of companies at all.71% of respondents said they believe ethical business practices make a company socially conscious. 67% said supporting local causes and community service projects makes a company socially conscious. 57% look for environmental sustainability. Another 57% look for a socially conscious purpose and mission. 55% look for charitable donations. 54% look for the integrity of a company’s employees. And 11% look for other qualities.
Spread the Word
Though many might not seek out information about socially responsible companies, 40% of consumers said they are very likely to tell friends when they discover a socially conscious company. Another 46% of respondents said they are somewhat likely to tell friends about these companies. Just 14% said they are not likely to tell friends about socially responsible companies.You can view the complete survey results in the widget below and be sure to click “Open Full Report” to take advantage of all the chart and filter options.Photo Credit: DSC_0031 from FlickrWhat do you want to know? If you need some consumer insights on a particular topic, let us know in the comments below and we’ll consider it for an upcoming survey post.
Results were collected on June 2 via AYTM’s online survey panel.