81% Of Aussie Shoppers Willing To Compromise Convenience For Ethical Products
New research from OpenText has revealed more than half (57 per cent) of Australian consumers would never buy from a brand again if it was accused of working with unethical suppliers.
Instead, they would look to find an alternative brand that engages in responsible sourcing. The survey findings also highlight the pandemic has made consumers more mindful of the impact of their purchases: post-pandemic, 84 per cent of consumers plan to prioritise buying from companies that make it clear they have ethical sourcing strategies in place; this compares with 73 per cent who said pre-pandemic, they prioritised buying from companies with such strategies in place.
The new data – from a survey of 1,000 Australian respondents – highlights the importance for brands in proactively ensuring all suppliers in their supply chain operate ethically. The poll considered the extent to which environmentally sustainable and socially responsible business practices matter to the Australian public and influence their purchasing behaviour.
The business case for ethical supply chains
Nearly half (48 per cent) of Australian consumers judge a brand based on not just its actions but the actions of its suppliers as well. In fact, consumers place such value on buying from ethical brands that well over three quarters (81 per cent) are willing to pay more if they can be sure a product has been ethically sourced or produced. More than three in ten (32 per cent) are willing to spend between 25 per cent and 50 per cent more for that product.
Purchasing ethically sourced or produced items matters to 77 per cent of Australian consumers, though just under a quarter (24 per cent) admit it has only started to matter to them in the last year or so. The majority (81 per cent) of Australian consumers are even willing to compromise convenience, such as accepting a slower delivery, if they can be sure an item has been ethically sourced or produced. Over half (59 per cent) agree they would only opt for this sometimes or for certain items, but more than a fifth (22 per cent) are always willing to make this compromise.
“Creating an ethical supply chain requires having visibility into every supplier,” said Lou Blatt, senior vice president and CMO at OpenText. “The ethically minded consumer is exercising more control over their buying power. Brands can no longer claim they act responsibly if they have no visibility into their operations or those of their suppliers.”
Rising demand for ethical business principles
When shopping online, 49 per cent of Australian consumers now make a conscious effort to purchase locally sourced or produced items to support local businesses and reduce their carbon footprint.
Almost two-thirds (65 per cent) of Australian consumers agree businesses have a responsibility to ensure their suppliers abide by an ethical code. More than half (58 per cent) believe that businesses that cannot monitor where their goods have come from and don’t know if suppliers are sourcing goods ethically need to rethink their supply chain.
Increased focus on transparency and accountability
Nearly two thirds (61 per cent) of Australian consumers agree government should introduce regulation that holds businesses more accountable for responsible sourcing. The majority (83 per cent) also think online retailers should clearly mark whether or not products are ethically sourced where they can.
More than three-quarters (78 per cent) admit that knowing where a product has originated from or where parts are sourced is important to their buying decision. For 48 per cent, this information always or often impacts their buying decision.
“Transparency is paramount in building an ethical supply chain, and this can only be achieved through the utilisation of trustworthy information,” commented George Harb, Regional Vice President, Business Ecosystems, APAC at OpenText. “Having full visibility across the supply chain empowers organisations to do more to meet customers’ expectations when it comes to ethical sourcing and practices, and enables them to hold partners and suppliers accountable. By embracing a single, unified, cloud-based integration platform, organisations will not only optimise the flow of information across the supply chain, but have the transparency to ensure it operates ethically at every stage.”
Latest News
‘A Very Rare Breed Of Creative’ – Clemenger BBDO hires Chief Creative Officer
B&T's chatting with Clems boss Dani Bassil on Adrián Flores CCO appointment. We never got to Italian or Thai herbs.
Concrete Playground Debuts Innovative Urban Exploration Platform With Lexus As Launch Partner
Concrete Playground announced the launch of its redesigned website in partnership with Lexus. This partnership introduces a new era of urban discovery, enabling a deeper, more intuitive engagement with cities through a state-of-the-art digital platform. Revolutionised Digital Experience Concrete Playground’s website has undergone a significant transformation, designed to enhance the way users interact with their […]
Mindshare And The Brand Agency Take Top April’s New Business Rankings
Which agencies soared like an eagle for the month of April? As in stellar performance, not Eddie the hapless ski jumper.
Suntory BOSS Coffee Fuels Ambition With New Campaign From It’s Friday
Does your workplace have a strict, policed illegal drug policy? Then Suntory BOSS Coffee will have to do.
Resolution Digital Wins MyPlates Media Account
The best thing about personalised number plates is it makes spotting wankers on the road far easier. And drug kingpins.
Debunking The “Three Year Lie”: A New Approach To Retail Digital Strategy
This columnist says it's wrong to claim digital always has a three-year pay off. Has no opinion on the seven-year itch.
TV Ratings (06/05/2024): The Farmer Is Back And He Wants A Wife
It was a good night for lovers of farming and love.
The Growth Distillery Unveils The New Rules Of Influence
The New Rules Of Influence has arrived. And there appears to be no "difficult second album" syndrome here.
Whittaker’s Launch New Brand Platform, ‘Hello Chocolate Lovers’ Via Bastion Shine
New Zealand chocolate brand continues its insidious march into the Aussie market. Much like New Zealanders themselves.
Tyro Shows They Are ‘Into Business Big Time’ With New Brand Campaign Via Howatson+Company
Think finance isn't funny? Think again with this fun work. Yes, it still applies to funeral homes & Clive Palmer ads.
IAB Study Finds 66% Of Advertisers Have Five Or Less Years Experience With Affiliate & Partnership Marketing
Study finds advertisers & agencies not overly experienced with affiliate marketing. The opposite to networking drinks.
Optus Names NBN boss Stephen Rue As New CEO
In what would've been a delicious irony, alas this Optus news didn't get leaked in a major security beach.
Indy Enigma Delivers Signage For NSW’S First Purpose-built Surf Park
Is the fear of shark attack holding you back from a professional surfing career? This new surf park could be the ticket.
Houston Ramps Up Creative Capability, Appoints Two Senior Creatives
Houston - we don't have a problem! Well, not anymore with the appointment of these other-worldly recruits.
JCDecaux Secures All Major Bus Advertising Contracts Across Sydney
Do you like your ads to arrive 25 minutes later than scheduled? JCDecaux now boasts Transport for NSW's bus ad contract.
CommBank Launches The Brighter Side TV On 10 And 10 Play
Commbank teams with 10 for a new financial literacy program. Pensioners and the unemployed are advised not to watch.
IMAA Announces Next Female Leaders Of Tomorrow Programme
Here's a top initiative by the IMAA that B&T's proud to get behind. Unlike the 20 hotdogs in 20 minutes challenge.
Fast 10: Avid Collective’s Luke Spano On Building Deeper Relationships With Local Publishers & Advertisers
Avid Collective's Luke Spano takes on B&T's fast 10 questions. Well, 11 if you include "did you have a nice weekend?"
QMS Boosts NSW Billboard Network With Australian Turf Club Agreement
The QMS team seemingly now the ones to ask for a hot tip at Rosehill after partnering with the Australian Turf Club.
VMO Signs Deal With Stockland Shopping Centres
Often visit Stockland malls only to forget the very reason you came in the first place? Let VMO give you a gentle prod.
Day Management Appoints Paramount’s Tim Wall As Head Of Talent And Publicity
Paramount's Tim Wall exits the TV business after 12 years. Confesses the Rove years were the most taxing.
Poppet’s Postive Party Celebrates First Birthday At New HQ
Think first birthdays and fairy bread and dirty nappies spring to mind. Not to say it didn't happen at this one either.
Enjoy A Hahn Solo… And May The Fourth Be With You
If anything, this campaign does beg the question - at what age does Star Wars cut off as a cultural phenomenon?
DMARGE Founder Unveils Creator-Led Social Media Agency Feedstar
New creator-led social media agency Feedstar to be aimed directly at Gen Zs. Well, they'd hardly want print, would they?
TV Ratings (02/05/2024): A total of 1,753,000 Aussies Witness Port Adelaide’s Defeat
Seven's AFL numbers almost double that of the NRL last night. The NRL still easily winning for ruptured ACLs.
Hotglue Cashes In With La Trobe Financial Digital Media Account
Hotglue staffers learning their cashflows from their collaterals today after nabbing La Trobe Financial's digital media.
M&C Saatchi’s Sydney Creative Lead Exits
B&T's stopping short of calling it a revolving door at M&C at the present, but there's definitely heat on the hinges.
Taylor Swift’s Music Re-Enters TikTok As Universal Pens Landmark Deal
Yes, B&T may have spent 152 hours failing to get Taylor Swift tickets, but, as you'll read here, it's all behind us now.
HAVAS Red launches inaugural Influencer White Paper
Havas Red has debuted its first influencer white paper. Unless you print it out in colour, of course.
Two Sides Global Campaign Reports Increasing Greenwashing As Organisations Focus On Sustainability
New report confirms greenwashing's on the rise. Apparently Mars' 'work, rest & play' claims also under investigation.
Aruga Launches New HQ & Changed Ownership Structure
PR agency Aruga proves Brisbane is 'so hot right now'. So hot in fact, Adelaide's had to go on anti-anxiety meds.
Delicious & American Express Partner To Launch Month Out 2024 In Sydney
Cost of living got you eating noodles prepared in the two-minute style? Why not live vicariously through this.
Aussie Ad Market Continues Decline In March
The belt-tightening in adland shows signs of a turnaround soon. Bar the belt-loosening at the all-you-can-eat buffet.
VMA Focuses On Skills And Training For Members
If there was a post-COVID hangover (bar the anti-vax ranters) it was the rise in skills shortages. Here's another one.
Nearly 90% Of Consumers Want Transparency About AI Images, Finds Getty Images Report
Study finds consumers want transparency around AI images. Couldn't care less about photoshopped magazine covers.
The National Breast Cancer Foundation Partners With VML To Boost Funds
Anyone else feel we've exhausted the office morning tea for cancer? B&T proposes the office moonshine still instead.