Posts Tagged ‘Ethics’

…even more of us hope to find some in the marketplace

August 15, 2011 – #16

A funny thing happened on our way through the Great Recession. Some of us became more ethical in our own eyes than ever. Overall, the percentage of adults who say that “ethical” describes them “very well/perfectly” has stayed steady from 2007 to 2011 at 79%.

The affluent, however, are much more likely to say they’re ethical.  At 91%, it’s now the #1 self-descriptor among adults $150,000+ – up 8 points since 2007 (a bit of survivor self-justification perhaps?). Among generations, Gen Y showed the greatest rise: up 5 points to 80% (Gen Z lags behind at 66%).

And consumers across generations and income levels say the ethical characteristics of integrity and honesty are the #1 reason they decide to do business with you. Or  not.

% who say the following is “extremely important when selecting a company to do business with”

Whether it’s in their own lives or in the marketplace, Americans clearly see ethics as a critical marker of true success and worth, of who they want to be and what they want to buy.

Business Implications: The more trust is in short supply, the more we value integrity. Brand ethics are more valuable than ever: worth building, worth protecting. Consumers want to see ethics in themselves – and in the companies and brands they choose to make part of their lives.

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