When it Comes to Brand Activism, Consumers Care Most About How Employees Are Treated

October 7, 2021

This article is included in these additional categories:

Brand Loyalty & Purchase Habits | Brand-Related | CSR & Environmental

JungleScout Most Influential Brand Activism Attributes Oct2021A majority of shoppers say they are more likely to buy from and trust purpose-driven brands. Indeed, 2 in 5 (43%) say they view social activism from a brand positively, according to a report [download page] from Jungle Scout.

The survey of 1,100 US adults found that while 15% say they view social activism from brands negatively and 42% are neutral about the practice, more than half (58%) say social activism impacts their impression of a brand and has an effect on their brand expression (24%), buying behavior (15%) or both (20%).

While quality and performance (39%), low prices (35%) and quality customer service (35%) are the top three reasons why consumers say they purchase from a brand, others say they are likely to purchase from a brand that is committed to sustainability (21%), represents a lifestyle they identify with (21%) and represents ethical standards they agree with (20%).

More than half (53%) of consumers say a brand that “supports and acts upon causes we have in common” is attractive. However, employee welfare is considered the most important issue to consumers. Close to two-thirds (63%) say knowing a company treats its employees well is an influential brand activism attribute. Earlier data from YouGov found that about one-quarter of those who dropped a brand during the pandemic did so because the brand had a history of poor treatment of their employees.

Additionally, environmentalism is an issue of concern for 56% of consumers. In fact, 9 in 10 consumers believe that sustainability should be standard practice for brands.

Brands that are local or locally sourced are also attractive to more than half (56%) of consumers, with 1 in 4 (24%) saying this is a top reason to purchase from a brand. Other influential brand activism attributes include the ability to connect a customer to a community of others like them (49%) and affiliation with political issues close to them (45%).

Moreover, 6 in 10 find it influential when a company is transparent about its policy regarding many of the attributes already mentioned, such as where it sources its materials and employee statistics.

Read the full report here.

About the data: Findings are based on an August 2021 survey of 1,100 US adults.

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