All Else Equal, 9 in 10 Consumers Would Switch Brands to One Associated With a Good Cause

Consumers want to reward companies for their positive societal influences, according to the 2013 Cone Communications/Echo Global CSR Study. The vast majority of consumers around the world say that when companies engage in corporate social responsibility (CSR), they have a more positive image of the company (95%), are more likely to trust the company (94%), and would be more loyal to the company (93%). And given comparable price and quality, 91% of respondents said they would switch brands to one associated with a good cause, indicating that CSR efforts can provide a competitive edge. (more…)