GoodBrand believes that the creation of real economic added value is crucial if companies are to continue investing in sustainability during these very economically demanding times. By putting the consumer at the centre of the discussion, GoodBrand can show that sustainability is a growth opportunity.
In the reams that are written about sustainability and CSR, much seems to involve companies enacting risk management strategies and internal surveys. Where GoodBrand is different is that it starts from the consumer - we believe that if you can understand what drives consumers and how this impacts their purchasing choices, CSR could become a real commercial opportunity.
Despite the current recession, our new UK consumer survey shows that:
- the number of consumers who consider they are "ethical" has actually increased 7% since 2009
- more consumers volunteered in their communities than voted for the government in the last election
- ethical consumer behaviours have actually increased year-on-year despite recession
- more UK consumers are donating to charitable causes