ECO-INSIGHT ☛ WEB VERSION: Click Here
they hear through online communications (including email and social media).
More than a quarter (28 per cent) went on to say that they actively seek out online retailers’ and brands’ corporate social responsibility, sustainability and returns policy webpages, indicating how seriously they take the issue. In fact, 71 per cent of millennials look for ethical or sustainable features in the products they buy – the highest agreement among all age groups.
Christophe Pecoraro, managing director of PFS Europe, comments: “The COVID- 19 pandemic has become a catalyst in the continued eCommerce trend, which has resulted in more shoppers migrating online than ever before. Many are actively seeking out online retailers and brands who promote their ethical initiatives and credentials,
taking this into account in their purchasing decisions.
“This heightened awareness has put the spotlight upon online retailers and brands who are making inroads when it comes to ethical trading and their obligations to protect, conserve and benefit the environment. However, the pandemic and increased consumer consciousness has also highlighted those companies whose supply chain ethics and treatment of staff could be called into question. The most successful brands are those who have made CSR practices inherent to their own company culture and standard operating procedures.”
Benoit Soucaret, creative director at LiveArea EMEA, comments: “The relationship between commerce and ethics has become intrinsically linked over the past few years. Responsible trading, treatment of employees
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and suppliers, and brand authenticity all play a big part in shaping buying behaviour. Consumers today expect online retailers and brands to not only have clear and transparent corporate social responsibility strategies, but to communicate and implement them effectively before they decide where to spend their money.
“Rather than view sustainability and ethics as a cost, brands should see these initiatives as an investment. One thing that is going to set companies apart moving forward, is the ability to balance sustainability and profitability. Finding that balance will depend on businesses’ ability to be innovative. At the same time, brands shouldn’t lose sight of delivering a great experience. It’s no good having sustainable delivery methods if they are unreliable and you lose a customer as a result.”
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