40% of consumers stop using brands that do not align with their values

October 21, 2021 by
Sanne Leenders

Almost three quarters of consumers (73%) say that they often or sometimes go out of their way to engage and buy from brands that closely align to their personal values. For example, being more socially and environmentally responsible. In addition, 40% have actually stopped using brands that do not align with their values.

52% of people say they think about whether the brand they are buying products or services from supports the ethical issues they feel strongly about. Nearly half (49%) would switch to brands that are more aligned to their ethical values. Moreover, 46% say brands should be doing a lot better when it comes to being environmentally responsible. 25% even say that environmental issues were their number one reason for choosing a service or product from a brand.

Environmental issues are the biggest concern

Environmental issues are the biggest concern for most consumers. 61% stating that they are most worried about the future of the planet. Poverty (49%), human rights (42%), and equality & diversity (41%) follow.

Given people’s concerns around the environment, 72% of people say they recycle as much as they can. Additionally, 70% sat they focus on reducing food waste as much as possible. Well over half (57%) sell, re-use, repurpose or donate unwanted clothes. Lastly, 33% buy fair trade or ethically sourced items.

Ethical reasons heavily influence brand and shopping choices, with 87% believing brands should be held accountable for their actions to consumers. Over half feels strongly about this.

Brands and manufacturers must take the lead

Furthermore, 61% say brands and manufacturers must take the lead in being more responsible. Meanwhile 60% of respondents say driving change is down to each individual who must change their day-to-day behaviour to help create a more sustainable, environmentally responsible way of life.

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