Y Reports - Conscience at the Cash Register

This report reveals the findings of a new Yankelovich MONITOR® OmniPlus study that explores the concept of "ethical consumption": how U.S.

Y Reports - Conscience at the Cash Register

INTRODUCTION

Consumers have once again ratcheted up the difficulty level for marketers, and the latest challenge demands a response far beyond quality and value considerations. What people want today is nothing less than morality in the marketplace—products and services that are created in socially responsible ways by socially responsible companies.

Make no mistake: Marketplace morality is not a fringe issue. Ethical concerns are on the minds of the masses. Most Americans are actually willing to pay a premium to have products that meet their requirements-and willing to boycott those that don't.

This...

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