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Products of caring companies are seen as superior
New research just released shows that corporate social goodwill can elevate a company’s profits by improving consumers’ perceptions of its products, but only when it’s seen as genuine.[Chernev, Alexander and Sean Blair (2015), “Doing Well by Doing Good: The Benevolent Halo of Social Goodwill” Journal of Consumer Research Summary]
New research shows that social goodwill increases the perceived quality of your products
Your products will only be perceived as better when your Social Responsibility Policies are motivated by an authentic values-led strategy, rather than thinly-veiled self-interest and hopeful publicity...
This research should encourage nonprofits & motivate caring companies to benefit from the "noble edge effect."