Research commissioned by fair&good[1].
1 among 1,000 randomly selected New Zealand consumers, originally presented by Dr Susan Maiava, DevNet Conference, Auckland University 2022.[2]
Key Findings:
• 57% of New Zealanders say a company’s ethics (such as fair wages and safe
working conditions) are important to them when deciding where to shop and
which brands to purchase. This figure is 61% for women and 53% for men.
• 64% of Millennials (25-34 years) and 61% of Boomers (55-64 years) are most likely
to consider a company’s ethics important to them when making purchase decisions.
At 64% for Millennials, this research supports other research that shows that
ethics is increasingly important to younger generations, including Gen Z
(Maersk,2022).[3]
• Of those who said a company’s ethics are important to them, 45% named fair wages
as the most important factor, followed by safe working conditions (36%) and
environmentally friendly production (13%).
Impact of Ethical Purchasing Behaviour:
• 47% of New Zealanders believe that choosing to purchase products from
ethical brands is the most effective way to take action on issues that are
important to them, followed by donating money to charity and becoming an activist
(both at 11%).
Obstacles to Ethical Purchasing Behaviour:
• While 57% said they aspired to shop ethically, 67% of respondents said it was
hard to know which brands or products are ethically produced.
• This was attributed to a lack of information, limited disclosure by brands, uncertainty
about trustworthiness, and no standardised way to compare brands.
• This research supports other research which identifies an ‘aspiration-action gap’
(here 10%) related primarily to lack of easy access to standardised trustworthy
information.
Why Knowing a Company’s Ethics is Important
We identified and grouped responses under nine themes. These responses are
representative but I could have selected many more like these. I was surprised by the depth
and passion frequently articulated.
1. Passionate answers
• “Purchasing items made by companies who treat their workers like dirt is basically saying
that we support those practices and that it’s okay to treat people like commodities.”
• “I am unhappy being complicit in their crimes against humanity by spending money on their
product. It only encourages them in their evil.”
2. It makes me feel better, I can have a clear conscience
• “I know that I am not involved in the exploitation of people or the environment and can have
a clear conscience”
• “Knowing that a worker is getting fairly paid and helps them support their family and
economy makes me feel good about supporting a company”
• “Because it makes me feel better to know that I’m not funding what is essentially slavery.”
3. My values /I identify as a conscious consumer
• “As a conscious consumer I try to moderate my impacts”
• “I don’t want to support something I fundamentally disagree with”
• “I consider myself ethical so by extension …”
• “It’s the right thing to do”
• “It is one of my life principles”
4. Fairness/dignity/equality/respect/rights are important
• “Because people should be paid fairly and treated with respect and dignity.”
• “I believe in treating every person equally and with respect. To not do so is arrogant and
unethical.”
• “I like equality in the world.”
• “I like to buy from companies that value the rights of people making the products.”
5. I like to know
• “If I knew, which almost always I do not, it would be important to me. Alas, the information is
not usually available.”
• “I like to know the workers are being treated right.”
• “It’s important to know slave labour is not used on products I buy.”
6. I’m responsible/I don’t want to be complicit in exploitation (surprising
depth).
• “By using that company, I then take part in their ethics. Their ethics become mine, eg if they
are exploiting workers then I am exploiting workers.”
• “The western world is exploiting poor people in under-developed countries, and I do not want
to support it.”
• “I don’t want to be responsible for contributing to child labour or sweatshop conditions.”
7. I want to contribute/make a difference
• “I try to make sure my dollars are helping as well as providing me with an item I want.”
• “I want to consume and be part of something that does good for the society.”
8. I can support/hold companies accountable
• “I want to make sure that the brand I’m supporting are honest, with good integrity and
trustworthy.”
• “I don’t want to support a company that mistreats their workers for the employers gain”
• “I believe that using my power as a consumer is one way I can challenge injustice and
support organisations that are being ethical. It is increasingly important to me in my choices,
as I know that money talks with companies.”
9. It’s good business practice
• “Making sure their workers are well cared for will give them a great work ethic resulting in
better products”
• “I feel that if a company has their workers interests at heart they will also look after their
customers”
• “Happy staff, happy company”
Sources:
[1]. https://fairandgood.co.nz
[2]. Extracted from “Charity or Justice? The attitudes of New Zealand consumers to ethical
consumption and their power to make a positive difference.” Susan Maiava, DevNet
Conference, Auckland University, December 2022.
[3]. https://www.maersk.com/insights/growth/2022/11/03/gen-z-buyers-the-future-is-ethical-
consumption