A survey conducted by Crestline Custom Promotional Products showed 68.3% of American consumers want to support companies that promote similar social, political and environmental values as them. Only 9.4% of respondents were uninterested in corporate ethics.
The survey showed age has no bearing on consumers' responses, while gender, geography, political party identification and education did have an effect.
When it comes to product claims, American consumers prioritized nontoxic product claims above all others, with an average rating of 4.09 out of 5. Organic was the least important label claim, rated 2.96 out of 5.
Americans are turning into conscious consumers, and the phrase "doing well by doing good" has become a rallying cry for companies looking to stand out from the pack.
The result, according to this new survey, is decision fatigue. About 33.8% agree that paying attention to all these purchase qualifications takes a toll. Still, 81.8% of respondents admitted they would want to know if a company that they purchased products from was doing something controversial.
So the issue is that it’s a must-have for companies–not just a nice thing to do.