The political season is warming up, and over the next year we\u2019ll all be hearing a lot about how voters\u2019 values will affect the election. What do you call voters when they\u2019re not in the polling booth? Customers. People don\u2019t stop having values when they\u2019re not in the process of voting, and customers\u2019 values are having an increasingly large effect on their food purchasing choices.<\/p>\n
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\u2019s important that companies give back to society in addition to making money.<\/p>\n
In order to make sure your company espouses values that line up with your customers\u2019 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\u2019re being responsible.<\/p>\n