Cutting edge whitepapers about EO.

Consumer Interest in Shopping Employee-Owned

This study analyzes a nationally-representative survey of American internet users and finds strong consumer interest in employee ownership. Results indicate that 35%-40% of Americans are more likely to buy a product bearing the Certified EO mark, and 48% of consumers are willing to pay a price premium for Certified EO products and services. Looking at the most enthusiastic respondents, we estimate that 11% of the population – approximately 27 million Americans – are extremely passionate about employee ownership.

Further, we find evidence that favorable attitudes towards employee ownership will translate into real-world behaviors. By testing other socially responsible brands, we find that consumers report as much interest in Certified EO as Fair Trade Certified and USDA Organic. Bench marking against the real-world effects of Fair Trade, consumer interest in Certified EO could translate into increases in sales of 10% and price premiums of 9% - 23%. This represents a significant opportunity for EO companies.

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How Companies Use Employee Ownership Externally

This study analyzes the websites of a representative sample of employee-owned companies to understand how companies use employee ownership in external communications. The most striking finding is that 49% of companies studied made no mention of employee ownership or related phrases anywhere on their website. Further, just 11% of companies are strong users of employee ownership in their external communications. Additional analyses explore how and where employee ownership is used, and what types of companies are more likely to use it. Overall, we find that today few companies are using employee ownership as a major piece of their external communications strategy, despite favorable public opinion of EO. This suggests a major opportunity for employee-owned companies to improve their external communications by integrating messages about employee ownership.
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