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Study: 82% of Social Change Agents Prefer Products from Responsible Companies

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Peter Burgess

Study: 82% of Social Change Agents Prefer Products from Responsible Companies

Image credit: Walden University

Related: Consumer ProductsMarketing/Communications/MediaBehavior ChangeBrand Risk/Reputation ManagementConsumer Perception/BehaviorResearch Eight-two percent of those actively engaged in social change make an effort to support companies that behave responsibly toward the people and environment in the communities where it operates, according to a new study by Walden University.

The 2013 Social Change Impact Report identifies six distinct types of social change agents around the world: Socially Conscious Consumers, Ultracommitted Change-Makers, Faith-Inspired Givers, Purposeful Participants, Casual Contributors and Social Change Spectators. Each type of social change agent is unique in terms of engagement levels, motivating factors and issues of importance.

Commissioned by Walden University and conducted online by Harris Interactive in April–May 2013, the third annual survey includes perspectives of more than 9,000 adults in Brazil, Canada, China, Germany, India, Jordan, Mexico and the United States.

Types of social change agents
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Socially conscious consumers often seek out products and services from companies they perceive as behaving responsibly toward the people and the environment in the communities where they operate, the study says. These social change agents tend to be influenced by a sense of social justice and drawn to the environment or “green” issues. You can often find this group connecting online, educating others about causes both local and global. For many, social change can be a lifelong commitment.

“Everyone has the power to make a difference, whether big or small or local or global,” said Dr. Cynthia Baum, president of Walden University. “Our study has now identified the different kinds of individuals who are doing important work around the world. By segmenting these groups in the 2013 survey, we find new insights to understanding the ways in which social change agents are alike and different.”

According to the study, 60 percent of purposeful participants, or those who tend to engage in social change primarily to help them succeed at school or work, say they engaged in social change projects because their employer or job encouraged it. However, purposeful participants place less importance on being personally involved in social change and are less likely to donate money or services. Among social change agents, they also report the highest levels of personal sacrifice or risk in pursuing social change.

Participation in social change has maintained its importance, is widespread and is moving forward, the study concludes. Education continues to play a vital role in providing opportunities for social change engagement, which, if modeled to children and started at a young age, may lead to more involvement in adulthood.

In related news, moving into 2014 consumers are seeking more intimate connections with retailers and service providers, and are hunting for stories of identity and meaning in their products and services, according to an a trend report released last week by Ford Motor Company. Overall, the report shows consumers are reevaluating their relationships with technology, balancing the need to be constantly plugged in with a new appreciation for spending quality time offline.