What if the key to success for a business was rooted in how they treat their employees, not only from a perspective of functional internal operations but also in terms of external image in relation to customers? At a time when the restaurant industry is experiencing staffing shortages and looking to recruit, a US study highlights consumers' preferences for brands that assert and apply social and ethical values.
In the era of "the great resignation," a time when many employees are expressing discontent with their professional life and feeling as though it no longer has the meaning it had pre-pandemic, employers are being advised to increasingly take into account the well-being of employees. Because not only is it good for company morale, it's also emerging as a new expectation among consumers. Indeed, who hasn't had the experience of feeling embarrassed as a customer witnessing a boss reprimanding a cashier or server?
One of the positive effects of the pandemic may be the elevation of respect for employees as a key societal value. An American study, conducted by experience management platform Qualtrics, highlights the growing desire of consumers to participate in the growth of a company that treats its employees well. No less than 47% of those surveyed said they trust a brand more if it took care of its employees.
This adds a new dimension to the act of buying, which has been largely driven by the consultation of reviews (something that remains a major criterion for 78% of Americans). It's an observation that can be applied to a wide range of sectors, from shops to restaurants. And consequences can be dramatic for a business: 36% of the respondents admitted that they would stop spending money in businesses if they "felt disconnected from the company mission, values or stance on societal issues." And there is clearly a lot of work to be done, since only 27% of Americans consider that the companies they buy from are doing enough when it comes to environmental and social issues.
The study involved a sample of more than 2,000 Americans aged 18 and older, surveyed in the fourth quarter of 2021.
