A new survey by Time magazine was highlighted in a recent article written by Richard Stengel: “For American Consumers, A Responsibility Revolution.” Could this new halo many are happy to be wearing represent some of the most compelling signs of “the new normal”?
The research indicated:
- 82% of people consciously supported local or neighborhood businesses
- 40% of people said they purchased a product in 2009 because they liked the political or social values of the company that produced it.
- 60% of Americans have bought organic products since January
- 78% of those polled said they would be willing to pay $2,000 more for a car that gets 35 m.p.g. than for a similar one that gets only 25 m.p.g
As the article says, “That’s evidence of a changing mind-set, a new kind of social contract among consumers, business and government. We are seeing the rise of the citizen consumer — and the beginnings of a responsibility revolution.”
Once again, the Time survey adds to the rapidly growing amount of data that indicate we have reached the tipping point where values based marketing and sustainable branding are beginning to rise in importance with customers from all walks of life. Companies who recognize this and infuse sustainable branding into their total customer experience will inevitably be among the winners in the age of accountability.