Havas PR’s new study shows conscientious consumers are on the rise throughout Australia
Havas PR, represented by Red Agency in Australia, has today launched its “BeCause It Matters” report to discover how conscientious capitalists can connect more effectively with conscientious consumers (and those likely to become more conscientious).
The report analyses consumers’ thoughts and habits related to issues of conscience and how the trend of ‘goodwill purchasing’ is growing.
In 20 countries worldwide, consumers were asked to respond to nine statements rating their consumption behaviour in the past year, the present and the next 12 months. The overwhelming evidence for Australia is that conscientious behaviours and aspirations are increasing through time.
Among the top findings in Australia:
- Over half (57%) of Australians that know of a brands poor ethical reputation have been influenced not to buy the brand.
- 21%, or 1 in 5, people often or always favour one brand over another based on their ethical behaviour.
- 54% of Australians have been willing to pay more for brands with better ethics.
- 40% of people have recommended responsible brands to other people.
- Nearly half (47%) of Australians are reporting that they actively buy brands that have a strong reputation for responsible behaviour and sustainability.
However, the report shows that 56% of Australians have still never checked up on the behaviour of companies before buying their product, indicating that there is still a lack of ethical understanding at point of purchase. Globally, 34 percent of consumers often or always bought one brand over another for reasons of conscience in the past year and 67 percent would like to buy such brands in the future.
Says James Wright, managing director of Red Agency Australia and APAC managing director for the Havas PR Global Collective: “With the continuing increase in social sharing, whether it is a recommendation or a protest, it has never been easier to find out how businesses operate.
“The conscientious capitalist is on the rise in the wake of this more diligent consumer. Brands are realising that being conscientious and transparent is a key part of making themselves more successful in the future, whereas those brands that do not recognise their responsibility to ethical business practices and their responsibility to their communities risk being rejected by consumers.”
Commissioned by Havas Meaningful Brands, the massive global online consumer survey yielded a sample of 30,000 respondents in 20 countries.
To receive a copy of any of the 15 “BeCause It Matters” reports (one global report and one each for Australia, Brazil, China, France, Germany, India, Italy, Mexico, Poland, South Korea, Spain, UAE, U.K. and U.S.), click here.