Attitudes Toward Brand Ethics - US - January 2020
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Essentially, ethics are beliefs about what thoughts and actions are fundamentally “good” or “bad.” The perception of good or bad in a corporate sense depends on the responsibilities or ethical obligations that a consumer feels companies have (see Definitions). In other words, attitudes toward brand ethics are subjective and can be quite complicated. Generally, consumers want to support brands they see as ethical, especially if it does not require them to dramatically change their spending habits or behaviors.
"About two thirds of adults say they want the brands they support to be ethical. What exactly that means is murky, but most consumers believe that brands have an obligation to not jeopardize their customers’ health or safety. About half of all consumers think companies have a responsibility to “do what’s right for the Earth, even if it’s less profitable,” but education about sustainable practices beyond simply using recycled materials may be necessary."
Kristen Boesel, Senior Lifestyles and Leisure Analyst
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