Havas PR Study Shows Conscientious Consumers Are On The Rise In The United States

The Global Survey Analyzes Consumers' Past, Present and Future Conscientious Behaviors to Show How Brands Can Effectively Connect with Them

Oct 06, 2014, 10:38 ET from Havas PR

NEW YORK, Oct. 6, 2014 /PRNewswire/ -- Havas PR today launched its "BeCause It Matters" reports to discover how conscientious capitalists can connect more effectively with conscientious consumers (and those likely to become more conscientious). The reports help to answer that question by understanding more about consumers' thoughts and habits related to issues of conscience.

The reports also show that this is more than a fad. In the U.S. (and 19 other countries), consumers were asked to respond to nine statements rating their consumption behavior in the past year, the present and the next 12 months. The overwhelming evidence that conscientious behaviors and aspirations are increasing—although some would say most of us still don't care enough, based on the groups that Havas PR's analysis identified as conscientious rejecters—shows that a different mind-set is taking hold.

Among the top U.S. findings: Twenty-one percent of American consumers often or always bought one brand over another in the past year because it's more responsible; 54 percent agreed that in the coming year they would like to buy brands that let them support well-being and sustainability.

Globally, 34 percent of consumers often or always bought one brand over another for reasons of conscience in the past and 67 percent would like to do so in the future.

"In part, this phenomenon is about people everywhere questioning the assumptions of the financial crisis that started in 2007," said Marian Salzman, CEO of Havas PR North America. "And in part it's about using 21st-century tools to get more information in order to be consumers who are proactive about ethical, responsible, sustainable brands. Plus, the transparency trend and many others are converging to bring us to a heightened mindfulness in both consumption habits and social and environmental impact."

Commissioned by Havas Meaningful Brands, the global online consumer survey yielded a sample of 30,000 respondents in 20 countries. In the U.S., the nationally representative sample of 6,695 adults had a male-female split of 44:56.

To receive a copy of any of the 15 "BeCause It Matters" reports (global and U.S., plus Australia, Brazil, China, France, Germany, India, Italy, Mexico, Poland, South Korea, Spain, UAE and U.K.), go to havaspr.com.

About Havas PR North America
Headquartered in New York City, Havas PR North America, part of the Havas PR Collective (networked, not a network), is among the most awarded agencies of its size in the U.S. For more information, go to us.havaspr.com.

About the Havas PR Global Collective
Havas PR is the public relations and corporate communications arm of global advertising and communications services company Havas Worldwide, present in more than 75 countries on six continents. Together, our three dozen agencies and networks worldwide are one collective connected to one commitment: Future First. For more information, visit havaspr.com.

Rose Levy
Havas PR

Logo - http://photos.prnewswire.com/prnh/20141006/150416