Among that 28%, the brands that suffered the most were: Wells Fargo, Target, Papa John’s, Uber, FedEx, Nike, Walmart, the NFL and Chick-Fil-A. Millennials were the most likely to
abandon a brand due to bad practices or press, while only 21% of those ages 65+ report doing so.
While most respondents didn’t report a change in brand usage, 68%
expressed the importance of having shared values among companies from which they purchase. More than two-thirds (69%) also report that they are willing to pay a premium for a product or service that
they feel is more ethical than a cheaper option. The younger demographic was again the most likely to be willing to pay more, while more than half of those 65+ also state they would be willing to pay
The majority of respondents have never researched the ethical standards of a company before making a purchase. Of the 35% who have, the product categories they
were most likely to research were: groceries (48%), personal care/cosmetics (46%), and household goods (41%).
The sample consisted of 1,000 adults nationally
balanced by age, gender and region surveyed by kNOW, an on-demand product from global survey provider Critical Mix.
Among the consumers who changed their behavior due to
negative press, only 30% report that a company had been able to win their business back. Brands that saw the greatest level of forgiveness among survey respondents were: Wells Fargo, Walmart, Uber,
Nike, and the NFL. Forty-one percent of those between the ages of 25 and 34 say that a company was able to win them back, making them the most-forgiving age group.
Disgruntled customers respond the most to actionable efforts made by the company in question. Fully one-third were influenced by company changes that clearly addressed their sentiments. Tied for second were sincere statements made by the company to address their customers and creating a better system for receiving and responding to customer feedback (both at 23%). Online ambassadors for a company had the least effect, with only 8% citing them as a factor for giving a brand another chance.
Go here for a visual look at the stats.