Description: The recent Bentley-Gallup Force for Good study found that most Americans are willing to pay a premium for products from companies that have a reputation for doing good. Specifically, majorities of at least 60% said they would be willing to pay extra for a simple consumer good — a T-shirt — if the company that made it was known for making a positive difference in four specific areas.
Date: Dec 07, 2022
Questions for discussion:
- What does the research say about consumer decisions and management strategies?
- How should companies use this information, in your opinion, to advance the firm’s brand?