Moms love companies who show responsibility. In fact, they’re more likely to buy a product from a company that shows responsibility for the world we live in.
• 69% of moms stated they will try a brand because it
supports a cause
• 58% will pay more for a brand that supports a cause she cares about.
• Nearly 50% of women say they want more green choices.
• 37% are more likely to pay attention to brands that are committed to environmental causes.
• 25% of all products in a woman’s shopping cart today are environmentally friendly.
Social media has changed the world we live in. The collective power of women and Moms and the voice it has given them is changing the way companies are doing business. No longer is it enough to make great products and stand behind them. Social responsibility is becoming a differentiator among brands. And even the recession didn’t affect most company’s corporate responsibility budgets. It’s important for establishing trust and reputation in today’s connected world. Moms, in growing numbers, are embracing brands and companies that are helping to create a better world for the next generation. What is your company doing around sustainability? Are you giving back to the world…supporting causes, planting trees and doing it on both a global and local level?
McDonald’s, Starbucks, Nike, The Gap are a few of the companies setting down corporate responsibility policies. Gap has gone as far as to create a separate website instead of publishing a PDF of their initiatives. The site has videos, stories and a map to show their work around the world. Starbucks has created relationships with numerous organizations to ensure their social responsibility is held to high standards and is in keeping with supporting the farmers who are critical to the products they sell.
Seventh Generation has declared themselves as one of the first socially responsible companies. The company is built on strong social and environmental principles and is one of the fastest growing brands. Jeff Hollender, CEO of Seventh Generation says, “”What does the world need most that we are uniquely able to provide?” That question animates everything we do at Seventh Generation. It’s a question that forces us to explore how we can develop the new thinking needed to respond to the enormous challenges (and boundless opportunities) that confront the planet.” He feels that corporate responsibility will become a baseline requirement for every company’s license to operate. And we need to create products that deliver a Return on Purpose and a Return on Investment.
There are numerous sites available for consumers to check out a company’s practices. The Responsible Purchasing Network promotes responsible purchasing by identifying best practices, developing effective purchasing tools, educating the market, and using people’s collective purchasing power to maximize environmental stewardship, protect human health, and support local and global sustainability. And Consumer Reports has created their own site on Greener Choices.