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Rise of the Conscious Consumer (Relate Live London)

Tiffany Apczynski, VP of Public Affairs and Social Impact, Zendesk
Globally, 91% of consumers are likely to switch brands to one associated with a good cause. Many customers believe businesses must go beyond the bottom line to make the world a better place. The rise of the conscious consumer and its impact on customer service cannot be ignored. CSR builds trust with customers and CSR trains empathy with employees. It is how successful companies can build an empathetic customer culture and make what have been transactional relationships into transformational ones instead.

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Rise of the Conscious Consumer (Relate Live London)

  1. 1. #RelateLive
  2. 2. Tiffany Apczynski Zendesk Vice President, Public Policy and Social Impact @Tifferatti
  3. 3. #RelateLive Rise of the Conscious Consumer
  4. 4. CSR Trust with 
 Customers Empathetic 
 Employees Your Business
  5. 5. Our story, isn’t unlike this.
  6. 6. That obligation, however, became one of our greatest opportunities
  7. 7. No longer a nice-to-have. 
 It is a must have.
  8. 8. Rise of the Conscious Consumer 90% 90% Global consumers are likely to switch brands to one associated with a good cause (given comparable price and quality) Consumers more likely to trust a company that supports social and environmental issues Consumers more loyal to these kinds of companies as well % 88 2015 study by Cone Communications
  9. 9. Rise of the UK Conscious Consumer 57% 92% % 48 2015 and 2013 study by Cone Communications Don’t believe companies are striving to be socially responsible Believe businesses need to do more than make a profit Consumers have refused to purchase a product or service upon learning of irresponsible behavior
  10. 10. Consumer Expectations 91% 84% Expect companies to do more than make a profit Try to purchase socially responsible products or services Would like to see more socially responsible products and services available % 90
  11. 11. Identify With Your Customers Builds Trust Happier Employees Better Customer Support
  12. 12. CSR Trust with 
 Customers Empathetic 
 Employees Your Business

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