Tully's Letters

It's no secret that Smith & Jones has been following a consumer segment called Cultural Creatives for a long time (see our UpMarket newletter issue: Peace, Love and Granola Bars).

The idea of this emerging consumer segment is finally reaching the mainstream. The March 19 edition of BrandWeek recently published the following:

Lifestyles of Health & Sustainability (LOHAS) has created an index of the top socially and environmentally responsible companies, comparing corporate action to consumer perception. Brands earning top consumer perception include Microsoft, Whole Foods Market, Kellogg's and McDonald's. For the complete LOHAS Index top 50, go to Brandweek.com (subscription required).

According to the study, 60% of U.S. adults over the age of 18 said "knowing a company is mindful of its impact on the environment and society makes me more likely to purchase their products and services."

Other points noted in the article, entitled "Good Things Come To Brands That Give" include: 57% of consumers said they feel more loyal to companies that are socially responsible and about half of them were more likely to talk to their friend and families about such mindful corporations.

More than a third said they would be willing to pay extra for products produced by socially responsible companies and 35% said they were more likely to buy stock in such corporations.