Per this article in Entrepreneur, consumers expect businesses to match their values, showing a preference for ethical brands that are climate-friendly, supportive of social justice causes and champions of diversity.
According to a global study discussed in the article
- 85% of all people surveyed altered their purchases toward more sustainable goods in the past five years
- 60% say sustainability is an important purchase factor
Think about that the next time you are spending money trying to differentiate your brand.