Consumers often seek out retailers that stand for the social values that they embrace. In a recent survey, 66 percent of consumers indicated they would consider switching to a new product if it meant they could purchase from a company dedicated to a brighter future.36 Such considerations are important to stakeholders other than consumers too. In line with its long-standing reputation for taking a stand on various societal issues, Ben & Jerry’s launched an ongoing campaign, “Save Our Swirled,” to bring awareness to the need to heed the UN’s Paris climate accords.37
This excerpt highlights the growing importance of social values in consumer decision-making. Many consumers prefer to support retailers whose ethical, environmental, or social commitments align with their own beliefs, and are even willing to switch products to do so. The example of Ben & Jerry’s illustrates how companies can actively promote social and environmental causes as part of their brand identity, appealing not only to consumers but also to other stakeholders who value corporate responsibility.