A new national survey conducted by the leading polling firm Big Village on behalf of NCBA CLUSA reveals strong consumer support for cooperatives, with a majority of Americans recognizing the value and direct impact that these member-owned businesses bring to their communities.
The survey, conducted among a demographically representative sample of 1,011 U.S. adults, underscores the significant role cooperatives play in fostering local economies, providing fair pricing and prioritizing consumer interests.
- Widespread Recognition of Value More than 8 in 10 (81 percent) of respondents polled believe that cooperatives provide value to consumers, reinforcing their importance in the marketplace.
- Consumer Trust in Cooperatives More than twice as many people associate cooperatives with “having the best interests of their customers in mind” when compared to for-profit corporations.
- Commitment to Community Three out of four respondents (75 percent) say cooperatives help keep dollars in their local communities, highlighting their role in economic stability and resilience.
- Ethical Business Practices Cooperatives outperform traditional corporations in public perception regarding customer-first approaches, environmental concerns and community resilience.
“These findings reinforce what we’ve long known—cooperatives are a trusted and essential part of the American economy,” NCBA CLUSA president and CEO Doug O’Brien said. “Consumers increasingly recognize the unique benefits that cooperatives offer, from fairness and transparency to a commitment to local communities. As we continue advocating for cooperative businesses, this data is invaluable in bolstering our ability to shape policies and programs that support growth.”
The survey was conducted as part of Big Village’s CARAVAN® omnibus study, ensuring a statistically robust and demographically representative sample.
The survey measures American public perception and understanding of cooperatives for the first time in more than a decade. Co-ops exceeded for-profit corporations by an average of 16 percentage points in all key metrics of the survey: 1) have the best interests of their customers in mind, 2) offer fair prices, 3) keep dollars in the community, 4) provide stability and resilience, and 5) treat employees fairly.
“NCBA CLUSA has worked for more than a century to build a stronger, safer and more prosperous world. Our work directly uplifts communities, empowering those who seek a greater say in their own futures and fairer access to economic opportunities,” O’Brien added. The survey findings, he noted, are “ultimately a testament to the stability and resilience cooperatives have for generations brought to their communities during turbulent times.”
The survey findings are “a testament to the stability and resilience cooperatives have for generations brought to their communities during turbulent times.” – Doug O’Brien
