Bushfire Appeals

Ethical Spending Starts Close to Home

Thursday, 8th April 2010 at 4:06 pm
Staff Reporter
Eight out of 10 Aussies are more likely to buy from a retailer which gives back according to a new study

Thursday, 8th April 2010
at 4:06 pm
Staff Reporter



Ethical Spending Starts Close to Home
Thursday, 8th April 2010 at 4:06 pm

The adage “charity begins at home” appears to be alive and well according to the latest survey by MasterCard Worldwide, which has found Australians are more willing to shop for products that come with an add-on benefit for their local community.

The survey, which examined the spending habits and motivations of Australians, found eight out of ten people were more likely to purchase products from merchants who were known for giving back to the communities in which they operated.

Eddie Grobler, executive vice president for MasterCard in Australia says that many Australian consumers appear to be adopting a new approach to shopping, which was likely to change the way retailers and companies marketed their products and services.

Grobler says there is an emerging trend among Australians who shop armed with both a payment card and a conscience.

The survey also found that four in ten respondents would go out of their way to purchase gifts where a percentage of the sale went to a charity, while nearly half (47%) said they were willing to pay more for such gifts.

Grobler said consumers’ preference for ethical spending had far-reaching potential for retailers and charities hoping to capitalise on the changing consumer landscape.

Companies and retailers which demonstrate a strong affinity to the local community and show they are not only socially responsible, but actively contribute to a cause with a tangible outcome, could reap considerable benefits through increased loyalty and brand awareness.

Conversely, he says charities which are able to successfully link themselves with an ethical product or socially-minded company could see increased revenue and a greater awareness for their cause.

For those respondents who chose to donate directly to a charity, more than a third (34 %) said they preferred to give to local charities. When asked about causes to which they felt a strong affinity, 41 per cent favoured organisations which focused on combating serious illness such as cancer or heart disease and 36 per cent named local natural disaster relief.

The latest survey on ethical spending by MasterCard Worldwide was conducted via online interviews in the fourth quarter of 2009 and involved 3,500 consumers from 13 markets across Asia/Pacific and Africa. Markets surveyed include Australia, China, Hong Kong, India, Japan, Korea, Malaysia, New Zealand, Philippines, Singapore, South Africa, Taiwan and Thailand. The survey included 250 respondents from Australia.



Got a story to share?

Got a news tip or article idea for Pro Bono News? Or perhaps you would like to write an article and join a growing community of sector leaders sharing their thoughts and analysis with Pro Bono News readers?

Get in touch at news@probonoaustralia.com.au


Get more stories like this


Write a Reply or Comment

Your email address will not be published. Required fields are marked *


How companies with purpose can use the Melbourne Cup to promote their values

Dora Nikols

Thursday, 31st October 2019 at 8:47 am

When Charities Need to Break the Law

Ellie Cooper

Wednesday, 8th March 2017 at 2:00 pm

Ethical Business vs Consumer Frustration

Lina Caneva

Wednesday, 19th November 2014 at 9:59 am

10k on Offer for 'Ethical Enterprises'

Lina Caneva

Wednesday, 10th September 2014 at 10:18 am


NDIS not yet in tune with the needs of participants

Luke Michael

Monday, 20th January 2020 at 4:46 pm

What impact will the bushfire crisis have on homelessness?

Luke Michael

Wednesday, 15th January 2020 at 4:28 pm

The rise (and scepticism) of Facebook fundraisers

Maggie Coggan

Thursday, 16th January 2020 at 8:49 am

New fund paves the way for impact investment in the charity sector

Luke Michael

Friday, 17th January 2020 at 4:34 pm

Bushfire Appeals
pba inverse logo
Subscribe Twitter Facebook

Get the social sector's most essential news coverage. Delivered free to your inbox every Tuesday and Thursday morning.

You have Successfully Subscribed!