The power has shifted from corporations to consumers who are not only boycotting brands but using their skills, voice, and wallet to bring about societal change.
A new research report from Cavill + Co takes a deep dive into the consumer behaviour driving brand purchasing and loyalty across all demographics.
The emerging data shows that:
- 36 per cent of Australians in the last year have boycotted a company, brand, or service due to their poor corporate social responsibility.
- 37 per cent of millennials said that in the last year, they have actively switched from one brand to another because of its support of a cause or a charity they care about.
The Conscious Consumer Report 2023 was undertaken by “DoGoodologist” Hailey Cavill-Jaspers, a 28-year veteran assisting corporate Australia to promote Corporate Social Responsibility (CSR), and her insights include information that every corporate needs to know.
The top 5 causes that prompt brand-switching behaviour include:
- Climate change (18 per cent)
- Illness prevention and medical research (18 per cent)
- Environmental conservation (17 per cent)
- Mental health services (16 per cent)
- Domestic/family violence (16 per cent).
The full report can be downloaded here.
