Online and high-street consumers are becoming more conscious about the ethical credentials of businesses, reports warc.com.
A survey of 1,000 adults shows that 91 per cent of shoppers consider the approach of the business to the local community, the environment and its terms of operation when purchasing goods or services.
74 per cent of those surveyed expressed an interest in hearing more about the ethics of a firm before deciding on a purchase, which could give online marketing firms the chance to promote their healthy business ethics and in turn, receive more traffic.
In addition, significant contributions to charities also have an effect on the mindset of consumers, with 53 per cent confirming it would play a large part in whether a customer made a purchase or not.
Jane Asscher, a marketing expert, commented on the figures to The Drum: “The real challenge for brands is how best to harness the values at the heart of their business as marketing tools, without appearing cynical.
“While there’s a consensus that news of ethical activities needs to be shared with the public an emphasis on initiatives over results can diminish the value of what is being achieved and arouses suspicions that it is masking something. To influence consumer behaviour, an ethical initiatives mist not only work, it must also be seen to work,” she added.