Report: Consumers want organizations to lead with values

A recent Clutch survey highlighted the importance of corporate social responsibility and taking a stance on current social and political issues. Doing so can increase customer loyalty.

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More organizations—including Nike, Ben & Jerry’s, Patagonia and Airbnb—are taking a stand on hot-button issues, which can positively affect bottom lines.

Though once seen as a risky decision to avoid, a recent Clutch survey revealed that organizations’ values are becoming more important to consumers in the U.S., which can affect both sales and consumer loyalty.

The survey reported that 71 percent of consumers say it’s important for organizations to take a stance on social issues and current movements, and 75 percent say they’ll start shopping at a company supporting an issue with which they agree.

“As recently as a few decades ago, a general PR rule-of-thumb for companies was to avoid voicing opinions on controversial topics and social issues. Now, however, companies are expected to speak up,” Clutch wrote.

Consumers looking for organizations to make a difference is a growing trend, too.

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