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‘Conscientious Consumers’ on the Rise

Fifty-four percent of Americans say they would like to buy brands that let them support well-being and sustainability in the coming year, according to Havas PR’s BeCause It Matters report.

The report examines how environmentally and socially responsible companies can connect more effectively with “conscientious consumers.”

The reports says conscientious consumerism is more than a fad. In the US (and 19 other countries), consumers were asked to respond to nine statements rating their consumption behavior in the past year, the present and the next 12 months.

Twenty-one percent of American consumers often or always bought one brand over another in the past year because it’s more responsible.

Globally, 34 percent of consumers often or always bought one brand over another for reasons of conscience in the past and 67 percent would like to do so in the future.

Commissioned by Havas Meaningful Brands, the global online consumer survey yielded a sample of 30,000 respondents in 20 countries.

Another new report by Corporate Responsibility (CR) Magazine and Alexander Mann Solutions found almost three-quarters of Americans — 71 percent — want to work for a company whose CEO is actively involved in corporate responsibility and/or environmental issues.

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