97% of consumers consider companies responsible for using technology ethically

New Ideas in MarketingEssential news for marketers, summarised by YouGov
September 18, 2019, 12:12 PM UTC

WE in partnership with YouGov surveyed more than 25,000 consumers and B2B decision-makers across eight countries.

Most people agreed that companies are responsible for using technology ethically. 92% of people said they would stop using a product or service if the brand uses customer data unethically. Nearly all the respondents mentioned that there is “a need for collective accountability beyond companies and the government.”

53% of people want companies to address environmental problems both locally and globally. Little more than half of the consumers want the brands they support to balance their product line-up with a powerful purpose.

Consumers also want brands to lead with a purpose to build new levels of trust and respect with customers. WE’s founder and CEO Melissa Waggener Zorkin said that brands should lead with a purpose and ensure it is reflected in their decisions.

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