Warc, 12 August 2013
LONDON: Over two-thirds of British consumers believe at
least one brand "makes them happy", a list led by John Lewis, Marks
& Spencer and Amazon.
A survey of 2,141 adults by the Guardian newspaper found
that 67% were able to identify a brand which engendered this emotion.
However, it also reported that more than 600 brands were
name-checked by participants, who were not presented with a list of potential
answers, but gave unprompted replies.
Retailers led the way, with department store group John
Lewis on 8%. High-street chain Marks & Spencer and online pure-play Amazon
came next on 6% apiece.
They were ahead of supermarket group Tesco on 5%, a score it
shared with financial services-to-retail group the Co-operative and electronics
pioneer Apple.
In terms of the characteristics companies should possess,
fully 79% of interviewees reported that a business must "know and respect
its customers", and 71% pointed to "behaving responsibly towards the
community".
Another 64% cited "communicating a clear set of
values", while 62% were in favour of transparency and 61% promoted
"responsibility towards the environment".
"The Guardian's Mood of the Nation survey shows that
people do care about companies and brands," said Ozoda Muminova, emerging
platforms insight manager at the Guardian.
"They have high expectations of how companies should
behave, rewarding brands that meet these expectations and feeling worried about
less than desirable business behaviours."
In keeping with these results, the poll found that
three-quarters of shoppers were worried about inappropriate corporate
activities such as tax avoidance, poor-quality treatment of employees and
harming the planet.
"Another bit of good news is that brands can apparently
'activate happiness'. They can influence people's sense of well-being by
encouraging them to be more active in all aspects of their life," said
Muminova.
Fully 74% of contributors boasting with above-average
activity scores were happy, and 86% of people with totals above the norm in
terms of happiness were active. This latter group were the most positive about
brands.
Data sourced from the Guardian; additional content by Warc
staff
No comments:
Post a Comment