‘Loyal consumers see brands as a reflection of themselves’: Kellogg

05-May-2013 - Last updated on 03-Oct-2013 at 21:34 GMT

Corporate responsibility important for consumers, says Kellogg

Consumers want to invest in a product that aligns with their values - and they do care about corporate responsibility, says Kellogg.

The Kellogg Company recently released its fifth global annual corporate responsibility report that focused on how the company is developing in the marketplace, workplace, community and its environmental efforts.

Kellogg spokesperson Kris Charles, told BakeryandSnacks.com that while all of this is important to company growth, it also resonates well with consumers.

“Consumers want to know that companies that provide their favorite products share their values,” Charles said.

“Loyal consumers see brands as a reflection of themselves. They are invested in the company and its success, and want to support a product that aligns with their values."

Communicating efforts?

Charles said that communication on progress with customers and consumers is important, as well as feedback.

“Our corporate responsibility initiatives are a fundamental part of our business, so they frequently come up in conversations with customers. We want customers, as well as the consumers, to know the investments we’re making,” she said.

However, Kellogg president and CEO John A. Bryant recently told shareholders at the company’s latest meeting that advertising achievements was not a priority.

“I know consumers are increasingly concerned about out carbon footprint, our impact on the environment. But I think at the end of the day, it’s more about trying to do the right thing rather than advertise it,” Bryant said.

Reputation important to consumers

A survey compiled by Weber Shandwick and KRC Reseach last year found that more than two-thirds of consumers avoid buying a product if they dislike the parent company.

It said that reputation of a company and its corporate values has become increasingly influential in purchasing decisions.

The survey found that 31% of consumers consider environmental protections important, 29% place importance on community services and 45% said that how a company treats its employees is a top issue.