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People Think Corporate Social Responsibility Is More Important Than Price

January 07, 2019

Corporate social responsibility influences buying decisions as people increasingly expect brands to support issues they agree with and share their values.

WASHINGTON, DC, January 7, 2019 — People prioritize environmental and human-focused causes over price, according to a new survey from Clutch, a B2B ratings and reviews firm.

Most people say a company’s commitment to environmentally-friendly business practices (71%), social responsibility (68%), and giving back to the local community (68%) are among the most important attributes of a company.

Less than half of people (44%) say price is among their top priorities.

“It depends on the company and the product, but I believe a lot of people are willing to pay a little bit more,” said Josh Weiss, CEO of 10 to 1 Public Relations, a PR firm in Scottsdale, Arizona.

People are more aware of the impact their buying decisions have on the environment and global community and seek companies with similar beliefs.

People Think Businesses Should Take Stances on Social Movements

People expect businesses to speak out about social movements.

Seventy-one percent (71%) of people think it’s important for businesses to take a stance on social movements.

This expectation presents challenges for businesses, in determining:

  • Which issues are relevant to their brand
  • How to speak out about social issues
  • When to speak out about social issues

“Your corporate purpose is your North Star in determining whether or not to respond to certain movements,” said Steve Cody, CEO of Peppercomm Digital Communications firm headquartered in New York City.

Companies’ Stances on Social Movements Influence People’s Buying Decisions

People choose to shop at companies that share their beliefs.

Three-fourths of people (75%) are likely to start shopping at a company that supports an issue they agree with.

Similarly, people choose not to shop at companies they disagree with – 59% of people are likely to stop shopping at a company that supports an issue they disagree with.

“Whatever people purchase is an extension of their being and personality,” said Ketan Kapoor, CEO and co-founder of Mettl, an HR technology company. “When they are seeking products, they are not just looking at the direct benefits of the product, but also how it affirms their own beliefs and values.”

People’s Expectations of Businesses Are Evolving

Younger generations consider a company’s values more than older generations before making a purchase.

Seventy percent (70%) of Generation Xers (ages 35-54) and 54% of millennials (ages 18-34) are likely to stop shopping at a company that supports an issue they disagree with compared to 37% of baby boomers (ages 55+).

Businesses will have to adapt to these evolving standards as younger generations gain more purchasing power.

“We’re only a decade or so away from sustainability being the only option for conducting business at scale,” said Jack Butcher, Creative Director at Opponent. “These changes will force businesses to adapt or die.”

Clutch’s 2019 PR and Corporate Social Responsibility Survey included 420 U.S. consumers who made a purchase within the last 6 months.

Read the full report here: https://clutch.co/pr-firms/resources/how-corporate-social-responsibility-influences-buying-decisions

For questions about the survey, a comment on the findings, or an introduction to the industry experts included in the report, contact Toby Cox at [email protected].

About Clutch

A B2B research, ratings, and reviews firm in the heart of Washington, DC, Clutch connects small and medium businesses with the best-fit agencies, software, or consultants they need to tackle business challenges with confidence. Clutch’s methodology compares business service providers and software in a specific market based on verified client reviews, services offered, work quality, and market presence.

Contact

Toby Cox

[email protected]

202-905-0610