Modern food packages are dotted with symbols that are supposed to help us make wise decisions at the grocery store. Fair Trade, Organic, Health Check, Peanut Free, Kosher, Halal, American Humane Certified and now… Jane Goodall’s Good For All symbol pop up on grocery shelves often.
That’s right. Jane Goodall, the chimpanzee expert, is endorsing foods like the Theo chocolate bars (pictured above). This chocolate has been approved by the Jane Goodall Institute because Theo works with farmers to grow cocoa in a profitable, ecological manner. A portion of the proceeds also go back to the Jane Goodall institute which aims to “ensure that people take informed and compassionate action to improve the environment for all living things.” Nice sentiments but will a Good for All icon persuade you to buy one good tasting chocolate over another?
If market research is correct, your answer was likely ‘yes’:
• 92% of consumers say they have a more positive image of a company that supports a cause they care about.
• 87% of consumers say that, price and quality being equal, they would switch to a brand or retailer associated with a good cause.
(source: 2007 Cone Cause Evolution Survey)
How do you feel about these icon programs? Do they affect your purchasing choices or just clutter up the consumer landscape, making it harder for you to figure out what’s actually in the packages on store shelves?