As 2014 comes to a close, there’s one thing businesses should have learned by now: customers care about the bigger picture. From 2012 to 2013, according to a Nielson Global Survey, consumers that are willing to spend more to do business with a socially responsible company grew by 11%. That’s up from 39% in 2012, so now 50% of global consumers are willing to pay more to do business with a company that is socially responsible.
Once 2014’s results are gathered, there will likely be an even greater increase.
This means at least 1 out of every 2 customers that are purchasing in your market say they will pick a socially responsible company over the competition and pay that company more than the other guys.
This is incredible news for you. If you can be more socially responsible or simply show how you care more than your competition, 50% of customers would rather do business with you. Talk about a competitive advantage!
I’ll explain, but first, check your pockets. If I had to guess, you probably have some wadded up receipt paper in there. What color is it? White? Well chances are that receipt contains BPA or BPS (or Pergafast 201, which is an alternative to BPA and BPS, but also has been shown to have adverse effects in the environment1).
At this point, most consumers are aware of the negative effects of BPA. While not many people know it’s in their receipt paper, you can be sure that as they find out, they will want an alternative. In fact, many health-conscious consumers are demanding one already.
In response to this consumer demand, Appvion has created a phenol-free thermal receipt paper that uses a natural Vitamin C formulation. This vitamin C thermal receipt paper, called Alpha Free, is now being offered at LabelValue.com. It’s durable and, more importantly, natural. Even better, it has a natural yellow shade that lets the customer know the receipt they’re receiving is phenol-free. No dyes are added, the yellow is a result of the Vitamin C formulation used as a substitute to phenols.
Granted, the type of receipt paper you use is not all that goes into building a brand identity focused on social responsibility, but it’s a fantastic and easy place to start. If your brand is already focused on being socially responsible, you can’t afford to lose credibility by continuing to use phenol laden receipt paper. Continue to make a difference and distance yourself from the competition by doing your part and showing your customers that yellow is the new green.