In today’s information age, consumers are more and more aware of how businesses act and what effect they are having on the world around them. 63% of consumers prefer to purchase from purpose-driven brands* and this is even more prominent amongst millennials; 71% of which look for brands driving social and environmental changes.**
So what causes are consumers interested in? From our own consumer research we’ve found that they care about
- How a company uses their profits/ charitable giving
- How they treat their employees and customers
- How they source their raw materials
- Their effect on the environment
One way businesses can demonstrate their charitable giving to their customers, is by supporting and stocking ethical brands. This not only has a positive impact on the brand perception of the business in the eyes of their customers but also in the eyes of their staff. Who wouldn’t want to work for a company who is helping to create a better world?
A great example of this is the partnership between Bidfood and One Water. Over the past 12 years, Bidfood has raised over £322,000 for The One Foundation by selling One Water and through individual fundraising.
Since 2005, with the support of amazing partners like Bidfood who recognise the importance of giving back, we have been able to raise over £20 million for sustainable clean water projects in areas that need it the most. Changing the lives of over 3.6 million people.
Staff from Bidfood have visited our programme in Malawi, and seen for themselves how our local field partners are systematically repairing the estimated 40% of community water pumps that are broken and, more importantly, training community members to maintain and manage their water supplies to reduce future breakdowns.
All this fantastic work wouldn’t be possible without the power of great partnerships so we would like to take this opportunity to say a huge thank you to all the staff at Bidfood and their customers who have made this possible!
Speak to your Account Manager or visit One Water to find out more.