The vast majority of consumer these days expect companies to demonstrate social responsibility
Traditional differentiators such as quality, price and convenience are obviously key to consumers when
making purchasing decisions. But these days many consumers regard ‘ethical’ factors as equally or more important
The GoodBrand Social Equity Index® (GBSEI) measures a range of these ethical factors overall,
for specific categories and individual brands
These are then grouped under five drivers and aggregated into an index, so any brands can be compared
These are then grouped under five drivers and aggregated into an index, so any brands can be compared
GBSEI can also measure the strength of the relationship via statistical correlation between Social Equity and preference
In practice, there are numerous examples of categories where this relationship is observed
GBSEI can measure the potential gain in consumer preference from a given increase in Social Equity, category by category
Social Equity drivers can be compared across categories, across brands within a category, or in this illustration, between different consumer groups within a category, using GBSEI’s unique ethical consumer segmentation
Individual brands can be compared on total Social Equity, or any individual driver, down to factor level, to identify strengths and weaknesses
