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â–¶ Consumers Care More About Corporate Practices, Policies: The majority of the public (62%) say they care more about companies’ practices and policies today than they did 10 years ago, according to the Champion Brand Index study findings from APCO Worldwide.
Other findings include:
• Roughly four in ten people globally say that within the last year they have decided not to buy a company’s products because they didn’t agree with the companies’ practices or policies.
• A majority (60%) holds that companies now serve some functions in society that were previously reserved only for the government.
• Scrutiny of companies and the belief that companies are playing a bigger and bigger role in society is strongest in the developed world. For example, 81% of those in developing economies agree with the statement “when evaluating companies, it is as important for me to know how the company operates as it is to know what it sells” compared with 57% in developed economies.
• Some of the companies on the Champion Brand index include 3M Company; Adobe; Amazon; Apple; Bayer; BMW Group; Canon; Caterpillar; Colgate-Palmolive Company and Costco Wholesale Corp.
Source: APCO Worldwide
â–¶ BBCs are BMOCs in Digital Brand Engagement: A study of U.S. consumer engagement with brands online by JWT/OgilvyAction and EXPO finds that 80% of shoppers are digitally engaged with brands in some way. However, some consumers, termed “Brand Connected Consumers” (BCCs), are more connected than others, and have a greater impact on public opinion and potential sales of a brand. The study focuses on this group, which represents about one in four consumers. Highlights include:
• When BCCs are satisfied with their digital interaction with a brand, they are more likely to recommend the brand, with four in ten reporting purchasing more of the brand’s products or services.
• Although the majority of posts are positive, when BCCs do post a negative comment, it goes unanswered by brands more than half (56%) of the time. Seven in ten shoppers report that they stop buying the brand in these cases.
• BCCs are most likely to seek and post information to and about retailers and consumer packaged goods brands.
Source: JWT/OgilvyAction and EXPO