Consumers Want Brands to Take Stands

Here’s a statement that ought to give any business pause: “Americans are willing to buy from or boycott companies based on corporate values.” That’s the header for the latest Cone Communications research, a study that concludes seven in ten Americans “believe companies have an obligation to take actions to improve issues that may not be relevant to everyday business operations” (italics mine). Historically, companies have been reluctant to take public stands on controversial issues for fear of offending customers and clients, but that attitude is changing. According to the Cone survey, consumers now expect companies to weigh in on today’s hottest issues, such as immigration, climate change, gun control, and LGBTQ rights. The bottom line? Eighty-seven percent buy a product because a company advocated for an issue they cared about. Looks like profit and purpose are converging.

John Howell, Editorial Director

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News & Blogs

8 hours 40 min ago

(3BL Media/Justmeans) – Thanks to years of research, the links between smoking and cancer are now very clear. It is widely accepted that smoking is, by far, the biggest preventable cause of cancer. Chemicals in cigarette smoke enter our blood stream and can affect the entire body.

2 days 11 hours ago

(3BL Media/Justmeans) – People around the world now recognize that climate change poses an imminent threat to the prosperity of future generations. With the passage of time, it has become clear that the solutions must be business-driven. Several large companies are now stepping up and making it their mission to lead this fight from the front.

2 days 23 hours ago

(3BL Media/Justmeans) - ​Electricity and natural gas company Consumers Energy, which covers the Michigan region, has recently released the 2017 edition of its sustainability report highlighting its achievements in the previous year. ​The company has been making progress in several areas, some of which are listed below.

3 days 23 hours ago

(3BL Media/Justmeans) – The Paris Climate Agreement and the UN Sustainable Development Goals have provided a clear roadmap for a just and sustainable world. These profound developments are causing positive business disruption, and compelling companies to closely evaluate changing consumer expectations, investor demands, and competitor behavior.  

4 days 3 hours ago

(3BL Media/Justmeans) - Solar power is on the increase and is expected to triple over the next five years, according to the Solar Energy Industries Association. But who are the homeowners buying solar?

4 days 8 hours ago

(3BL Media/Justmeans) – We know that today, there are so many items that can be upcycled, from paper to plastic to clothes, but it’s rare that we hear about flowers being given a new lease of life. Well, that’s what’s happening in Portland, Oregon, where a not-for-profit called ‘The Bloom Project’ upcycles unsold flowers from grocery stores into fresh bouquets for hospice and palliative care patients on a weekly basis.

4 days 21 hours ago

(3BL Media/Justmeans) — Cargill CEO Dave MacLennan has joined 29 other major company chief executives as a signatory to an open letter published in the Wall Street Journal, urging the Trump Administration to keep the US in the Paris Climate Agreement.