By Brian Collett — Most customers want to know the policies of a business on issues such as tax, hygiene, staff morale and the environment before buying, says a survey
by the York-based management agency Business Waste.
The agency advises businesses, therefore, to “shout about their credentials as much as they do about their products”.
Of the 2,000 customers interviewed about buying habits, 95 per cent wanted to see a shop’s hygiene certificate, 45 per cent considered using only businesses that paid UK tax honestly, and 75 per cent required evidence that traders had environmental practices benefiting the planet.
Many looked for happy and loyal staff, indicating that employers treated them properly behind the scenes.
Business Waste spokesman Mark Hall said: “What we’re finding is that customers are becoming more and more discerning with the growing amount of choice they have and are aware of bad business practice too.
“It’s not just your products or services they’re buying into, but your business ethos as well, so it’s now more important than ever to get and display your credentials.
“As a business you need to be constantly telling potential customers who you are, and proving that you’re one of the good guys, to inspire that loyalty.”