Last month I came across an interesting Time article. Even though they talk about the American consumer, I think this is relevant news for us in Europe as well.

The article describes how consumers in the U.S. look for companies which strive to be responsible social citizens. It gives us an interesting history lesson, starting with Milton Friedman’s famous position that corporations have a responsibility to increase profits only for their shareholders to the civil society movement of the 1990s (boycotts, demonstrations etc) and the creation of social investment funds. Where are we today? According to a Time survey, more than 60 per cent of those asked said that they are buying organic products. More people buy energy efficient products. Almost 40 per cent of the survey respondents indicated that they bought a product because of the social or political values of the corporation. This is music in my ears.

Even though the survey featured only Americans, I am sure that we would find a similar trend here in Europe. If anyone knows about similar surveys here in Europe, please let me know.

Jeannette Weisschuh, Director of Global Citizenship, HP EMEA