Brands’ behaviour towards its employees and customers now will affect consumers’ post-COVID choices

New Ideas in MarketingEssential news for marketers, summarised by YouGov
May 26, 2020, 8:00 AM UTC

Marketing consultancy Good. Must. Grow. surveyed over 1000 Americans earlier this month to calculate the Conscious Consumer Spending Index (CCS). 

This piece states CCS Index observed the highest score since 2017, with 46 points on a 100-point scale. CCS Index is evaluated by assessing the importance consumers place on purchasing from companies that take part in socially responsible activities.

The article states even a single point movement in the overall scale can indicate a meaningful change in consumer sentiment. More than three-quarters of Americans say how organisations treat their employees and consumers during this pandemic will influence their post-COVID purchasing decisions.

The consultancy’s CEO Heath Shackelford said the momentum of socially responsible choices were quite low in the past few years. “To see that reverse in such a short time is a very positive sign," added Shackelford. 

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