Media Centre

The survey shows that nine out of ten people feel that companies have a wider responsibility than just delivering goods at the lowest possible price. Three quarters of the population claims to weigh-up a company’s reputation before buying its products or services, and nearly three in five say they actively avoid purchasing from certain companies because of questions they have about their social, environmental or ethical track record.

What marks out the ‘Concerned Consumer’ is that they do all these things. They belong to that half of the adult population that not only cares about social, environmental and ethical issues but actually does so enough to change their purchasing behaviour. They make decisions based on values as well as value. They are prepared to reward companies that they feel care about more than just selling to them as cheaply as possible.

Concerned Consumers are prepared to act. 50% seek out information about companies before buying from them on a regular basis. They are also ready to urge others to follow their lead. Two in five of them say they recommend goods and services to others on a frequent basis, nearly half as many again as the rest of the population. They are also more likely to pick up on stories both good and bad about the way businesses conduct themselves, to register these and to translate them into future buying decisions.

If you’d like to know more about the Concerned Consumer Index, please get in touch with Rick Nye at rnye@populuslimited.com or by phone on 020 7253 9900.