Until very recently, social issues like ethical sourcing, charitable
campaigns and urban regeneration were viewed as a part of Corporate
Responsibility rather than a critical element of competition. But the intensity
of media scrutiny, the march of ethical consumers and the success of industry
trailblazers are completely reshaping this view.
Plan A at Marks and Spencer, the co-operative’s Blowin’ in the Wind campaign,
Comic Relief at Sainsbury’s, Fairtrade at Tate & Lyle and Unilever’s Rainforest
Alliance certified tea are just a few examples of successful differentiation
through social commitment.
Initiatives like these are just the start of the journey. This research shows
how important social programmes have become to shoppers and how eager they are
for more. It shows which types of shoppers care most about which social issues
and where they’re pitching their expectations of companies.
The front-running companies are fast pulling away from the slow starters but
it’s not yet too late. With shopper attitudes evolving so quickly, this is still
an area ripe with opportunity for forward thinking businesses.