'Consumers
Who Care’ is
the name being given to 1.5 million New Zealanders who
are part of a growing global trend making buying decisions
based on what a company stands for.
The
name was coined by Nielson Media Research & Nick Jones
and Associates who identified nearly 300,000 Kiwis making
a weekly decision to buy based on what a company stands for.
1.52
million Kiwis agreed that a high level of social and/or environmental
responsibility weighs heavily when deciding what to buy -
1.35 million people will do this despite having to pay more
for ethical products & services.
-
The
`lifestyles of health & sustainability’ (LOHAS) market
which covers health, personal development and sustainable
living is now worth $US208 billion annually in the US
alone.
-
An
Ethical Consumerism Report by the Co-operative Bank estimates
the ethical market in the UK in 2005 was worth
$NZ76 billion – up 11% from the previous year.
-
According
to British market researcher Mintel sales of organic,
free range or Fairtrade foods grew 62% in the
past four years. Ethical food market in the UK now worth ₤5.4
billion.
-
According
to the report the ethical finance market is up 9% to
now being worth ₤11.6 billion; the eco travel/transport
market up 6% to ₤1.8 billion and green home & energy
products up 8% to ₤4.1 billion.
-
New
Zealand’s Fairtrade product sales were up 400% in the
past year and are now worth $4 million annually.
All
three big British supermarkets Tesco, WalMart ASDA, Sainsbury
are ramping up organic food lines and switching to
environmentally friendly practices: Tesco and Sainsbury saw
a 30% jump in organic food sales in the first half of 2006
alone.
In
Australia The Ethical Investment Association reports there
were $A11.98 billion in ethical funds at the end of 2005.
There was a 56% increase in ethically managed funds
in 2006 alone.
Canadian
research company Globescan has found a hardening of green
beliefs in US and UK consumers: 70% of UK consumers thought
everyone needed to do more about climate change; 70% believed
businesses needed to do more; 60% wanted information from
companies at point of sale about this; 57% believed government
should force businesses to change.
Can
you afford not to be tapping into this market in the best
possible way?
Kimberley
Paterson, Soul
PR, Auckland,
New Zealand
T:
64 9 4244218 M: 0273 454570 E: kimberley@soulpr.com
PO
Box 485, Auckland 0943
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