As consumers have a wider range of choices in the businesses and brands available to them, social causes are beginning to play a more substantial role in their selection process. When 8 out of 10 consumers do not believe that large food companies try their best to be socially responsible or act in the best interests of their customers1, it’s important to uncover what consumers are looking for instead.
WHY IT’S HAPPENING
More than 75% of consumers support philanthropic causes in their personal lives and many are actively contributing time and energy to make a positive impact.1 Additionally, 64% of consumers want food companies to be engaged in a public way regarding their social impact.1 Transparency – in all industries – is increasing with speed of access to information. In turn, consumers realize that they can ask to know more about the businesses they support in their daily lives.
WHAT WE THINK
Personal values are just that – personal. And while consumers are interested in knowing more about what you as a company support, it’s just as important to know “how”. With a complex landscape of priorities around sensitive topics like food access, waste, transparency, ethical sourcing and more, supporting a cause that aligns with your core values matters more than ever. Consumers want to see their dollars in action. In fact, more than 80% say that your public donations are the most convincing effort you can make to prove your support. 1
And what role does this play on a consumer’s “final decision”? When you are aligned, the positive impact makes a difference. In fact, 64% of consumers will continue to purchase from a specific brand or company even when a better product is available, simply because they value what that brand or company stands for. And 25% of those same consumers will not only continue to purchase, but they’ll encourage others to do the same. 1
The integration of business, personal values and charitable causes will continue to grow in importance. Younger generations consistently skew their focus on what, why and how this is communicated, with the intention of making better informed decisions. This dynamic presents an opportunity to step back and think about how to push for a more socially integrated business.
 “Personal Values and Food.” Datassential. Datassential: Food with a Story. Foodscape 2. September 2018.