Citizens empathize more with brands that are socially responsible, that demonstrate working for the good of the community. And many, more than one would expect, are willing to stop buying from companies that do not meet minimum social responsibility. It is not a fad: 55% of consumers have boycotted a brand in the last year for its social or environmental irresponsibility.It is common to hear in panama mobile number and especially in the work carried out from social networks to bring companies closer to consumers, that it is necessary to build a brand image and transmit values associated with it. But it must always be done under the basic premise of authenticity. We cannot offer what we are not because inconsistencies pay dearly. According to a report by Cone Communications in the United States, 88% of consumers would stop buying a company’s products if they discover misleading or unethical practices. Half of them have already done so in the last year.
It is true that there is no proactive attitude in this regard. The consumer does not usually ask before buying where the product comes from, with what labor gulf email list it is made or if it respects the environment in all its manufacturing processes. Only 29% of those surveyed by Cone Communications confessed to having done so previously. But undoubtedly corporate social responsibility efforts add an intangible plus that is valued by customers, since 38% comment on it with their family and friends and a significant 54% have bought products with some type of social or environmental benefit.
Consumers understand that it is part of their civic duty to reward or punish companies based on their contribution to a better society. 25% of those surveyed consider that their purchasing decisions can help improve certain social problems.The Millennial generation, the one so prepared, self-centered and raised among cotton wool, nevertheless turns out to be the most demanding of companies. They want companies committed to poverty, hunger, education, or human rights, and are less interested in their efforts for economic development in general. Moreover, these young people born between 1982 and 2004, are more concerned than the average (36%) in finding out if behind what they buy there is a socially exemplary behavior. If not, 26% of them penalize them. Use social media to share negative information about brands that have not lived up to their promises, compared to 20% of the average.
Corporate social responsibility is already the daily bread of companies that aspire to a long life. In fact, in 2008, the McKinsey report made reference to 90% of companies making more efforts than five years ago to place it at the center of their strategies.