“Return the Favor” campaign encourages consumers to recognize businesses with a
positive review
Milwaukee, Wis. – As the holiday shopping season approaches, Better Business Bureau (BBB) is encouraging consumers to recognize the businesses that have made a difference in their lives. This November, BBB’s Thank a Business Month campaign invites everyone to “Return the Favor” by leaving one honest review for a business they appreciate at BBB.org/thanks. A few minutes of recognition can help a business stand out and give other consumers the confidence to choose it.
Every day, consumers turn to online reviews when searching for a reliable contractor, a neighborhood restaurant or a trusted service provider. Yet, after a great experience, many satisfied customers move on without sharing their feedback. According to BrightLocal’s 2026 research, 74% of consumers focus on reviews from the past three months. Although 69% wrote a review in the past year, most posted only four to six reviews. The same research found that 83% leave a review when asked, showing how a simple reminder can make a difference.
The “Return the Favor” message is simple: think about the reviews that helped you find a good business, then share your own experience so someone else can benefit. The review written this November may be exactly what another customer needs to make a decision in the months ahead. Recent, authentic feedback helps businesses demonstrate the service they provide today, build credibility and reach new customers.
Reviews can also have a meaningful impact on purchasing decisions. Research from the Spiegel Research Center found that products with five reviews were 270% more likely to be purchased than products with none. As more consumers use digital and AI-powered tools to discover businesses, current customer feedback can help keep a business’s reputation visible and relevant.
Beyond leaving a review, BBB encourages consumers to keep Supporting businesses they trust, recommend them to friends and family, share positive feedback online and shop locally when possible. Businesses can join the effort by inviting satisfied customers to share honest reviews after a positive experience. From local shops to service providers, these businesses help strengthen communities through jobs, services and support for local causes.
This November, take a few minutes to thank a business that earned your trust. Someone else may be counting on your review, just as you have counted on theirs. Return the Favor at BBB.org/thanks.
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For more information or further inquiries, contact the Wisconsin BBB at www.bbb.org/wisconsin, 414-847-6000 or 1-800-273-1002. Consumers also can find more information about how to protect themselves from scams by following the Wisconsin BBB on Facebook, Twitter, Inst
ABOUT BBB: The Better Business Bureau has empowered people to find businesses, brands, and charities they can trust for more than 110 years. In 2024, people turned to BBB.org more than 220 million times for BBB Business Profiles on 5.5 million businesses, and 725,000 times for BBB charity reports on 12,000 local and national charities. The International Association of Better Business Bureaus is the umbrella organization for the local, independent BBBs in the United States and Canada.
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