Published January 5, 2016

Customers Care About the Moral Ramifications of Food

The political season is warming up, and over the next year we’ll all be hearing a lot about how voters’ values will affect the election. What do you call voters when they’re not in the polling booth? Customers. People don’t stop having values when they’re not in the process of voting, and customers’ values are having an increasingly large effect on their food purchasing choices.

More than 40 percent of American consumers say they would spend more money on products that come from a company they perceive to be ethical, and 90 percent of respondents to a worldwide survey reported that they would switch to a brand that supported a meaningful cause. Crucially, three-quarters of the all-important Millennial generation think that it’s important that companies give back to society in addition to making money.

In order to make sure your company espouses values that line up with your customers’ morals, pay attention! Figure out who your customers are and what they care about. Stay on top of how people are talking about your business online, and consider changing anything that is receiving a lot of values-based complaints. Finally, allow your decision-making processes to be transparent so your customers know that you’re being responsible.

Read the full article here: Voice of Value: Consumers’ Values Increasingly Influence Purchases