5 EXAMPLES OF TRULY ETHICAL COMPANIES – Cresco Communications

Consumers have become more socially conscious than ever before. In today’s marketplace, it has therefore become increasingly more critical for brands to examine their impact on the world.

Studies have proven that 64% of today’s consumers are made up of belief-driven buyers who want brands to deliver on not just products, but also on societal issues that make a valuable contribution towards the common good.

73% of millennials say they are willing to pay extra for brands that demonstrate a commitment towards sustainability. And 75% of customers claim they are likely to take negative action against a company that shows signs of being socially or environmentally irresponsible — whether it involves posting on social media, posting a negative review, abandoning their brand or boycotting their brand entirely.

Given that brand trust is the number-one way for a company to turn its customers into advocates, ethical marketing has become a surefire tactic for companies to build trust with customers in a way that will promote both long-term customer relationships and dividends. In fact, businesses are reportedly more trusted than governments on average, according to both UK and US respondents.

As such, ethical marketing can be seen as a way for companies to adopt practices that will allow both their business and their social or environmental initiatives to flourish.

In this article, we’ll review the models of 5 companies whose truly ethical practices are helping them both win and retain the market share of their customer base. We’ll then recap some of the main pillars companies should consider if they want to follow in their tracks.