According to Denise Dahlhoff in Strategy + Business, “More than half of respondents to a recent survey conducted by management consulting firm Kearney said that as a result of their COVID-19 experience, they are more likely to buy environmentally friendly products”.
Consumers want to shop from brands whose values align with theirs. These values include whether the brand gives back to the community, is sustainable, is minority owned, etc. A vast majority of consumers want brands to support charitable causes. This will lead to brand loyalty as well as differentiate the company from their competitors.
The pandemic has left lasting effects of consumers seeking out the common good. Cause-related marketing and product offerings that are centered around ethical consumerism have become increasingly popular.
