What you need to know
The bulk of Canadians consider themselves to be conscious shoppers, meaning that brands today must find ways to integrate corporate social responsibility policies as part of their identity. While price and quality continue to be the top factors considered when making purchases, consumer optimism that actions taken now can have a positive impact is driving some to forgo these basics in favour of more ethical choices. Brands are seen as an integral part of this endeavour, leading to greater scrutiny on companies than ever before. As consumers assess company commitment to CSR policies, transparency in how brand ethos is lived and breathed through all levels is vital.
This Report looks at attitudes toward shopping from ethically reputable brands, the impact of brand ethics and behaviours on shopping habits, consumer expectations from companies and claims that motivate them toward purchases.
