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Exploring this new area of competitive differentiation by assessing the hopes, concerns and expectations of shoppers across a range of social criteria. |
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Until very recently, social issues like ethical sourcing, charitable campaigns and urban regeneration were viewed as a part of Corporate Responsibility rather than a critical element of competition. But the intensity of media scrutiny, the march of ethical consumers and the success of industry trailblazers are completely reshaping this view.
Plan A at Marks and Spencer, the co-operative’s Blowin’ in the Wind campaign, Comic Relief at Sainsbury’s, Fairtrade at Tate & Lyle and Unilever’s Rainforest Alliance certified tea are just a few examples of successful differentiation through social commitment.
Initiatives like these are just the start of the journey. This research shows how important social programmes have become to shoppers and how eager they are for more. It shows which types of shoppers care most about which social issues and where they’re pitching their expectations of companies.
The front-running companies are fast pulling away from the slow starters but it’s not yet too late. With shopper attitudes evolving so quickly, this is still an area ripe with opportunity for forward thinking businesses.
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