Socially conscious small businesses have the edge when it comes to winning over U.S. consumers, according to the latest Cox Business Pulse on Small Businesses survey.
The survey results—released today as part of National Small Business Week—show 71% of consumers would spend more money at small businesses that support positive social or environmental causes.
Additionally, 68% think small business owners should openly promote the causes they support. At the same time, more than half of respondents would stop supporting a business if their values were in conflict with those of the business.
Consumers also are placing more of an importance on diversity, inclusivity, and technology.
A majority of respondents—71%—said they frequent businesses that practice diverse and inclusive hiring, with nearly one-third agreeing that supporting women-owned businesses was important.
As for their views on technology, respondents said the top three enhancements for the customer experience are free and reliable WiFi (41%), email or online product recommendations based on past purchases (21%), and the acceptance of mobile payments (18%).
