Ethical Brits to ‘boycott’ brands who lack conscientiousness

03/04/2018 - 08:49
A recent survey has revealed that 90% of Brits consider themselves “ethical consumers” and would happily “boycott” brands who lack this conscience.

Carried out by software company Fourth, 67% of the 1,500+ Brits surveyed said they would “boycott brands lacking an ethical conscience.” Their main drivers include: watching media coverage of rubbish floating in the sea (53%); the 5p carrier bag charge (47%); and watching the BBC documentary, Blue Planet (29%).

What’s more, 80% also revealed that they would like to reduce waste from their life, while 90% agreed the ban of plastic straws across the restaurant, pub and bar sectors is “a positive move”.

With “more than a quarter” of all evening meals eaten at home in the UK now vegan or vegetarian, Fourth said this and the positive reaction to the straw ban, provide “great opportunity for brands to increase efficiency and drive customer advocacy by reducing food waste across their estate.”

Chief executive Simon Bocca added: “We are seeing the rise of the ethical consumer, with people becoming increasingly concerned about what they eat and drink, where it comes from, how it was made, and what impact it is having on the environment.

“This presents big risks for unethical businesses as consumers are clearly willing to boycott brands; but also big rewards for operators with conscientious policies and procedures.

“Cutting down food waste is just one way in which operators can not only make their business ‘greener’ but also help mitigate the well documented cost inflation across the industry. By doing so, they are safeguarding their reputation; saving money through increased efficiency; driving customer advocacy; and most importantly, doing their bit for the future of the planet.”

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