Consumers are becoming increasingly interested in how an organisation conducts its operations, a marketing specialist has observed.

According to Rupert Thomas, marketing director at supermarket chain Waitrose, people are becoming more and more informed about how businesses run their affairs and relate to their stakeholders.

As a result, many are keen to “look beyond the shop window” and consider how it operates before deciding whether or not to transact with a firm.

“If they don’t like what they see, they have the power to withdraw their custom and, through social media, broadcast their views,” Mr Thomas commented.

A similar observation was made by Sally Abbott, global marketing director at Weetabix, who noted that it was first founded 82 years ago with “health credentials at its heart”.

This, she said, is perhaps even more relevant to consumers today than it was when it began trading.

The two marketing professionals were speaking after Waitrose and Weetabix both ranked highly in a survey by The Good Relations Group.

Consumers were asked to rate brands on three criteria – actions, recommendation and engagement – in order to find which ones have the best reputations and relationships with their customers.

Cadbury’s came out on top, while John Lewis, Amazon, PayPal and Aldi also scored highly.

Jackie Brock-Doyle, chief executive of The Good Relations Group, said that in order to do well in the survey, brands must not only understand their purpose and their customers, but also “follow through” in their actions as well.

Why good deeds pay off for brands, Marketing Week

Posted by Robin McCrink