22.11.2021 Marketing and PR
A Socially Responsible Company. This Image Pays Off
RINF
Poles and Spaniards are the most likely in Europe to buy from socially responsible companies, according to the Global State of the Consumer Tracker report, developed in late June by Deloitte’s consulting experts.
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photo: ready made from PexelsOver the past month, there has been a noticeable increase in the number of Poles who prefer buying from socially responsible companies. Forty-one percent of respondents choose products from companies they believe responded appropriately to the crisis.
- This is an increase of 7 percentage points compared to the survey conducted in early May.
- Only in Spain is there a slightly higher percentage of consumers (42%) who prefer products from socially responsible companies.
- Our appreciation for engaged brands is a sign that we need positive signals from the market. Poland is also a European leader when it comes to local producers, whose popularity had been declining since February but is now on the rise again. Fifty-one percent of us, 5 percentage points more than in early May, prefer to buy products from local producers, even if they are more expensive. This is the fifth-highest result among residents of the surveyed countries - says Natalia Załęcka, CMO Advisory Leader, Deloitte.
The number of respondents who declare that they buy more than they can currently use has remained nearly unchanged:
- Forty-one percent of Poles buy in bulk, which is still the highest result in Europe.
- The same response was only recorded in the United Kingdom.
- One of the highest results in Europe also relates to bargain hunting. Half of us, an increase of 3 percentage points, say they are willing to buy something they don’t need if it’s a good deal.
- Almost the same number of responses came from Ireland, with 47 percent in the United Kingdom and Germany.
Since March, when the number of Poles willing to pay for convenience in shopping was at its lowest in the survey’s history, the popularity of the “convenience trend” has been rising. Since early May, there has been a 4 percentage point increase along the Vistula River, with over a third of respondents answering yes. The most common reasons for this willingness to pay, such as for home delivery, are health protection and time savings (54 percent each).
More information and data on the Global State of the Consumer Tracker page.
This survey edition was the 18th globally and the 15th with Polish consumers participating. In total, Deloitte experts surveyed 18 countries, including Australia, Canada, China, France, Germany, India, Ireland, Italy, Japan, Mexico, the Netherlands, South Korea, Spain, the United Kingdom, the United States, Chile, and South Africa, in addition to Poland. The survey was conducted between April and May.
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