So the organic industry is doing well…but could we do even better?
Could we strive to go beyond organic and widen our circle of influ-
ence, using our businesses to drive social change in our communi-
ties and around the world? Shouldn’t we reach for that A+?
The Socially Enlightened Consumer
The fact is, companies are being graded. Your actions
are being scrutinized by consumers like a politician’s vot-
ing record and checkout lanes have become the place
to cast ballots. More and more, with each dollar spent,
consumers are looking not only to purchase a quality
product, but are seeking, quite literally, to “buy in” to
a philosophy that matches their value system.
According to the “Hartman Report on Sustainability:
Understanding the Consumer Perspective,” many
consumers believe that their purchase decisions are
at least as important as their votes in affecting social
change and, in many instances, they feel their pur-
chasing has a greater impact on society than their
voting.
In addition, according to a 2007 survey by Cone,
a brand strategy and communications agency;
• Over 66 percent of Americans consider a com-
pany’s business practices when deciding what
to buy.
• 92 percent state they have a more positive
image of a company that supports a cause
they care about.
• 87 percent are likely to switch from one
brand to another if quality and pricing are
the same, but the other brand is associat-
ed with a good cause.
• 30 percent have recommended a
product or company after hearing about
a company’s commitment to social
issues.
• 22 percent have used the Internet or
other technologies to engage in
grassroots activism.
• 66 percent look at what a com-
pany is doing in the communi-
ty when deciding where
to invest.
JULY — AUGUST 2008
