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Hurricane Helene charges toward Florida's Gulf Coast, expected to strike late today as a dangerous storm; Millions of Illinois' convenient voting method gains popularity; House task force holds first hearing today to investigate near assassination of Donald Trump in Pennsylvania; New report finds Muslim students in New York face high levels of discrimination in school.

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Biden says all-out-war is threatening in the Middle East, as tensions rise. Congress averts a government shutdown, sending stopgap funding to the president's desk and an election expert calls Georgia's latest election rule a really bad idea.

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The presidential election is imminent and young rural voters say they still feel ignored, it's leaf peeping season in New England but some fear climate change could mute fall colors, and Minnesota's mental health advocates want more options for troubled youth.

More Tennessee Consumers Considering Company Mission

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Monday, September 29, 2014   

NASHVILLE, Tenn. - It might not be enough to make a good product and practice a solid business strategy these days. Consumers want their companies to be good for people and the planet, too.

A Nielsen survey found that 55 percent of consumers are willing to pay more for products and services from companies committed to social responsibility. Kevin Paul Scott, owner of the brand consulting firm ADDO Worldwide, said there are demographic considerations, too.

"Especially as you look at a younger audience, the millennial age group," he said, "they are choosing companies to do business with the way that previous generations chose charities."

In the past, Scott said, showing loyalty to a company had to do with demonstrating who we are, but now an increasing number of consumers want to share what they're about.

"Now it's not just a status symbol," he said, "but by wearing this brand, or doing business with this company, I'm telling other people what I value."

Scott cited ways to judge a company on its corporate "citizenship." Among them is to see if it is certified as a "B Corp." (Benefit Corporation). That designation assures consumers that a company maintains corporate accountability. There are 450 certified Benefit Corporations in the world, and in Tennessee they include Good.Must.Grow and Mountain Challenge.

The Nielsen study is online at nielsen.com. Details about B Corps are at bcorporation.net.


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