11 August 2009:
Of the 2,100 people interviewed for the study, 66% said businesses which scale back environmental and social commitment during a recession will regret this once the economy recovers.
A total of 66% said that being trusted to deliver on social and environmental policies is critical to business success.
"Sustainability is central to Nestlé's success as a business, as to all other successful companies," said a Nestlé spokesperson. "The recession will not compromise comapnies' ongoing concern to tackle climate change."
OgilvyEarth also questioned consumers and discovered that 40% were more concerned with environmental and social issues now than before the recession began.
The study highlighted a growing interest in businesses' activities, with 29% of consumers claiming to pay more attention to a product's environmental and social credential now compared to a year ago.
"These findings clearly undermine the expected belief of eroded consumer attitudes towards ethical brand behaviour in economical times," said Ogilvy PR's EMEA managing director Ash Coleman-Smith.
Source: Packaging News