Today, we are thrilled to launch the 2013 Cone Communications/Echo Global CSR Study, a follow-up to our 2011 global survey of consumer attitudes, perceptions and behaviors around CSR. Conducted in partnership with Echo Research, this year’s study reflects the sentiments of more than 10,000 citizens in the U.S., Canada, Brazil, the U.K., Germany, France, Russia, China, India and Japan, as well as CSR thought-leaders in each country studied.
What’s New About the 2013 Report?
The 2013 study serves as a benchmark to the groundbreaking 2011 report, and questions around the types of issues consumers prioritize and what communications channels they prefer once again make an appearance. Highlighting CSR as a reputational imperative, consumer demand for CSR remains incredibly strong. New to this year’s report is a deeper probe around social media, as well as consumer perceptions of impact and their own responsibility. The findings are fascinating.
How consumers use social media (e.g., Facebook, Twitter) to address and/or engage with companies around social and environmental issues.
Social Media as CSR Accelerator
Consumers all over the world are using social media to engage with companies around CSR, especially in emerging countries such as China, India and Brazil. In China, where traditional channels are tightly controlled by the government, social media remains a relatively free and open dialogue forum and citizens are using it to report corporate misbehaviors and influence operations.
Consumers Question Corporate Impact
Global consumers are savvier than ever about CSR issues and as a result, they are examining in greater detail both corporate and individual impacts. Although consumers feel both entities are having some degree of positive influence on pressing issues, just one-quarter feel either is having significant impact. The implication for companies is clear. Never has the need to communicate return been greater.
Consumer attitudes vary not just by geography, but by demographic and psychographic factors, as well. This year’s study includes the Global Consumer Responsibility Segmentation, which shines a light on how global consumers view their role in addressing social and environmental issues through their purchasing, as well as uncovering critical insights for marketers, from message receptivity to types of engagement. From the Old Guard, to the Ringleader, varying motivations demand different approaches to communications and engagement.
Check out the full report and meet the global experts who contributed on-the-ground analysis over at www.conecomm.com/global-csr-study. Let us know your thoughts on Twitter using #ConeCSR!