Consumers switching brands for sustainability

Companies that behave sustainably can expect more customers, says the Sustainable Business Council (SBC).

A nationwide survey conducted for the SBC showed significant opportunities for companies that compete not only on price but also on environmental and social factors.

The Business and Consumer Behaviour 2013 survey conducted for the SBC and Fairfax Media revealed two thirds of consumers would switch brands if their regular brand or service provider was having a bad effect on the environment, people or society, or behaving unethically.

The survey showed that in the last year 23% of consumers did switch for those reasons.

“This strong sentiment by consumers is extremely good news for New Zealand companies that undertake sustainable business practice,” said Penny Nelson, SBC Executive Director. 

“It’s a signal to all companies that sustainability – environmental, social and financial – is critical for success.”

The survey indicated around 53% of organisations are thought to behave sustainably (looking after profits as well as the environment and people), a figure that has dropped slightly over recent surveys.

Penny Nelson says companies can gain significant opportunities from sustainable practice and face risks from ignoring it.

The Business and Consumer Behaviour 2013 survey is on www.sbc.org.nz