Brand Ethics

ETHICS IS AT THE TOP OF THE AGENDA ACCORDING TO A RECENT SURVEY OF 1,023 UK CONSUMERS*:

87% OF RESPONDENTS BELIEVE BRANDS SHOULD BE HELD ACCOUNTABLE FOR THEIR ACTIONS TO CONSUMERS, WITH OVER HALF FEELING STRONGLY ABOUT THIS.

73% OF THOSE SURVEYED SAID THEY OFTEN OR SOMETIMES GO OUT OF THEIR WAY TO ENGAGE AND BUY FROM BRANDS THAT ARE CLOSELY ALIGNED TO THEIR PERSONAL VALUES, SUCH AS BEING MORE SOCIALLY AND ENVIRONMENTALLY RESPONSIBLE.

40% PERCENT HAVE ACTUALLY STOPPED USING BRANDS THAT DON’T ALIGN WITH THEIR VALUES.

52% OF PEOPLE SAID THEY THINK ABOUT WHETHER THE BRAND THEY’RE BUYING PRODUCTS OR SERVICES FROM SUPPORTS THE ETHICAL ISSUES THEY FEEL STRONGLY ABOUT.

49% OF RESPONDENTS WOULD SWITCH TO BRANDS THAT ARE MORE ALIGNED TO THEIR ETHICAL VALUES.

46% SAID BRANDS SHOULD BE DOING A LOT BETTER WHEN IT COMES TO BEING ENVIRONMENTALLY RESPONSIBLE.

25% SAID THAT ENVIRONMENTAL ISSUES WERE THEIR NUMBER ONE REASON FOR CHOOSING A SERVICE OR PRODUCT FROM A BRAND.

* Toluna’s Global Consumer Barometer Study is a regular index that taps into a panel of 36 million plus members to provide accurate and timely information on the world’s current perceptions.