U.S. consumers favor brands that support
refugees, according to a new report
from New York University Stern School
of Business and the Tent Partnership for
Refugees, a network of 100 companies that
support refugees in 34 countries.
An online survey of more than 7,000
consumers indicates that consumers want
to support companies that hire refugees,
deliver services to refugee communities,
invest in refugee entrepreneurs, and source
materials and services from refugee-owned
businesses. This finding runs contrary to
what appears to be an increase in antiimmigrant
sentiment in the United States.
In fact, 48 percent of millennials are
more likely to purchase products from companies
that show a commitment to extending
financial, educational, or other services
to refugees—only 10 percent are less likely
to do so. Similarly, 44 percent of millennials
are more likely to purchase from companies
that hire refugees, compared to 11 percent
that are less likely to do so.
These findings indicate that
businesses can view these
efforts as more than just
philanthropy, says Tülin Erdem,
co-author of the report and
chair of NYU Stern’s marketing
department. A company’s support
of refugees “impacts brand image and
consumer brand purchase behavior positively,”
says Erdem. The survey results are
consistent with other research that shows
an increasing number of consumers prefer
socially responsible brands.
Download the report.