EA Worldwide note change in consumers buying patterns

EA Worldwide are outsourced by businesses to increase customer acquisitions through direct sales and marketing campaigns. A recent study of 1,000 people conducted by 23red found 91 per cent of consumers were influenced by brands ethical values. Close to three quarters of those surveyed would like to know more about the brands behavior towards loyal customers, commitments to environmental issues and relationships with charitable organisations. EA Worldwide say these changes in consumers buying patterns gives great insight into customer’s increased awareness of how their decisions to purchase certain products influence the success of a bran.

EA Worldwide work with brands from a variety of industries including telecommunications, charity, energy and entertainment. 'We have observed this change across the board. Consumers really consider where a product has been produced, by whom it was made, and whether the brand has a reputation for considering environmental issues or not' says Managing Director Josh Cote of EA Worldwide. Businesses are persuaded by the consumer’s growing interest in ethical issues to incorporate their commitment to reducing their carbon footprint or pledges to charities into their advertising. By promoting their link to these issues, they ensure their brand is observed by consumers are a good ethical choice.

Google claim to be 'carbon neutral' but recently came under scrutiny for admitting their carbon footprint is 1.5 million tonnes per year, equal to that of the United Nations. Google quickly announced their commitment to purchasing renewable energy from wind farms and confirmed they offset greenhouse gas emissions by buying carbon credits and funding green power projects. ‘Google are one of the biggest brands in the world, their ethical reputation is important and they clearly understand how consumers view environmental and ethical issues’ continues Josh Cote of EA Worldwide.

EA Worldwide, based in central London have implemented a 'greener' work environment and seen how important it is to both suppliers and clients they represent. Many big brands are beginning to take notice of how consumers view these environmental issues. Coca-Cola announced their commitment to making all bottles from plant-based, recyclable materials by 2020. Their 500ml drinks range is the first to implement this change which has been driven my consumer demand. ‘There has certainly been a switch the way businesses make decisions. Consumers drive how a brand evolves and how successful it will be. Gone are the days where a popular brand could dictate consumers buying decisions’ adds EA Worldwide’ MD, Josh Cote.

EA Worldwide are making preparations to monitor these changes in consumer buying patterns more closely throughout 2012.

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