The Times has launched a new Concerned Consumers Index surveying 1,000 adults whose purchasing behaviour is affected by the social, ethical and environmental behaviour of companies. The first index has found that such consumers are natural viral marketers, nearly 50% more likely than average consumers to recommend products to friends, and hence worth cultivating. However, it also finds that price still comes first:
Value and convenience still count more than carbon footprints and social justice. The survey shows that the two most important things to customers are price and location.
