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#CONERESEARCH

2.
ABOUT THE RESEARCH
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• Online survey conducted February 7- 28, 2013 by Echo Research
• 10,287 adults (5,127 men and 5,160 women 18+)
• 10 countries: U.S., Canada, Brazil, U.K., Germany, France, Russia, China,
India and Japan
• ± 1% margin of error at a 95% level of confidence (the margin of error for
individual country samples is higher)
• Some figures may not add up to 100% due to rounding

3.
KEY TAKEAWAYS
IT’S A MUST-DO.
Companies are expected to be an active participant – if not
a driving force – in solving the most pressing social and
environmental issues.
SOCIAL MEDIA IS AN ACCELERATOR.
Global consumers are taking to social channels to learn and
engage around critical issues without constraint.
CONSUMERS QUESTION IMPACT.
Consumers are more astute about both corporate and
consumer impacts.
ONE-SIZE-FITS-ALL APPROACH WON’T WORK.
Distinct differences between market-specific consumer
attitudes and behaviors requires a customized approach.
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EXPECTATIONS
The question is not whether companies will engage in
corporate social responsibility, but how they will create real
and meaningful impact.

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DOING MORE THAN MAKING PROFITS
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94% OF CONSUMERS BELIEVE BUSINESSES MUST DO MORE THAN TURN OUT A
HEALTHY BOTTOM LINE
CRITICAL GROUNDSWELL IN BRAZIL:
50% of Brazilian citizens believe businesses
should change the way they operate.

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“GOING BEYOND” IS REQUIRED
• 91% of global consumers believe companies
must go beyond the minimum standards
required by law to operate responsibly
• 93% wants to see more of the products and
services they use support CSR
• More than eight-in-10 consider CSR when
deciding where to work (81%), what to buy or
where to shop (87%), and which products and
services to recommend to others (85%)
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ISSUES
Global citizens are laser-focused on
where companies should concentrate
their efforts.

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IT’S THE ECONOMY, STUPID
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ONCE AGAIN, CONSUMERS SAY ECONOMIC DEVELOPMENT IS THE ISSUE
COMPANIES SHOULD PRIORITIZE
BUT WHAT ABOUT THE ENVIRONMENT?
This year’s increased focus on economic development
comes at the expense of the environment.

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IMPACT SHOULD BE LOCAL
• In the U.S., poverty and hunger (14%)
edges out the environment (13%) as the
second highest priority issue – a reversal
of 2011 results
• Citizens also maintain that companies’
CSR efforts should be felt close to
home; they say these efforts should
focus:
– Locally – 37%
– Nationally – 35%
– Globally – 28%
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CHANGE IS GOOD
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THE MAJORITY OF CONSUMERS WANT BUSINESSES TO CHANGE THEY WAY THEY
OPERATE TO MOST EFFECTIVELY ADDRESS SOCIAL AND ENVIRONMENTAL ISSUES
DONATIONS IMPORTANT IN THE U.S.:
Americans (13%) are nearly twice as likely as their global peers
to want companies to focus on making donations.

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HELPING OR HINDERING
THE BOTTOM LINE
The benefits of CSR extend far beyond a
brand halo.

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REWARDING CSR PARTICIPATION
• 96% of consumers will have
a more positive image of
those companies
• 94% would be more likely
to trust those companies
• 93% would be more loyal
to those companies
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WHEN COMPANIES SUPPORT SOCIAL OR ENVIRONMENTAL ISSUES, CONSUMER
AFFINITY OVERWHELMINGLY UPSURGES

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DIFFERENTIATOR AT THE REGISTER
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SHOPPING WITH A CONSCIENCE REMAINS A GLOBAL MINDSET
RAISING THE RED FLAG:
Consumers’ resolve to shop for a cause may be waning,
as those “very likely” to switch decreased 5 percentage points from 2011.

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CONSUMERS WILLING TO ENGAGE
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AT LEAST THREE-QUARTERS WILL PARTICIPATE IN CSR EFFORTS IF GIVEN THE
OPPORTUNITY TO DO SO

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GAP BETWEEN INTENT AND ACTION
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CONSUMERS’ REPORTED BEHAVIOR REVEALS AN OPPORTUNITY FOR COMPANIES
88% in India
69% in Brazil
29% in Japan
79% in Canada
20% in Germany
17% in Russia
25% in U.K.

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COMMUNICATIONS
Global citizens are eager to hear about CSR.

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MESSAGES MUST BE TRANSPARENT
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GLOBAL CONSUMERS ARE SKEPTICAL, CONFUSED BY CSR COMMUNICATIONS
COMMUNICATIONS DEMAND, CONFUSION IN CHINA:
97% of Chinese citizens want to hear how companies are supporting CSR,
while eight-in-10 report being confused by CSR messages.

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TRADITIONAL CHANNELS WORK
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DIGITAL PLATFORMS GAINING POPULARITY, ACCOUNTING FOR A COMBINED 24%
OF PREFERRED CHANNELS

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CSR GOES SOCIAL
• Emerging markets are social media boom-
towns
– More than eight-in-10 citizens in Brazil (85%), China
(90%) and India (89%) leveraging social channels to
make their voices heard
• More established markets are notably quieter
– The U.K. (42%), France (46%) and the U.S. (51%)
are the populations least likely to be using social to
talk CSR with companies
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62% OF CITIZENS AROUND THE WORLD REPORT USING SOCIAL MEDIA TO ENGAGE
WITH COMPANIES AROUND CSR

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SOCIAL CORPORATE ADVOCATES
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MAJORITY OF CONSUMERS USING SOCIAL TO SHARE POSITIVE INFORMATION –
BUT NEARLY AS LIKELY TO SPREAD BAD NEWS

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CONSUMER
RESPONSIBILITY
Consumers feel personally accountable for
responsible purchases and actions.

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EMPOWERED SHOPPERS
• Just 13% of global consumers
feel they do not play any role
in addressing social and
environmental issues through
their purchasing
• 21% proactively seek
responsible options every
time they shop and
encourage others to do the
same
• 30% are buying altruistically
– to improve society or reduce
environmental impact
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GLOBAL CITIZENS FEEL ACCOUNTABLE AND EMPOWERED TO AFFECT CHANGE

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WHO’S HAVING IMPACT?
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DISPARITIES IN PERCEIVED CORPORATE AND INDIVIDUAL IMPACT EMPHASIZES THE
IMPORTANCE OF COMMUNICATING COLLECTIVE RETURN

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GLOBAL CONSUMER
RESPONSIBILITY SEGMENTATION
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NOT ALL CONSUMERS ARE CREATED EQUAL, AND VARYING MOTIVATIONS
DEMAND DIFFERENT APPROACHES TO COMMUNICATIONS AND ENGAGEMENT
OLD GUARD
• Male, 55+
• Make it personal
and local
• Keep engagement
turn-key
• Stick to traditional
communications
HAPPY-GO-LUCKY
• Male or female, 18-34
• Make information
easily accessible
• Focus on dual benefits
• Provide simple ways
to get involved
BLEEDING HEART
• Female, 18-34
• Demonstrate personal
and corporate impact
• Encourage feedback
• Make messages
shareable
RINGLEADER
• Male or female, 35+
• Establish a dialogue
• Be transparent and
detailed
• Consider a
collaborative approach

25.
UNDERSTANDING MARKET NUANCES
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CANADA
Lack of government
involvement means
companies are in the CSR
driver’s seat
BRAZIL
Empowered consumer
base; most likely to feel
like individuals are having
an impact
U.K.
Citizens want operational
change, but are less apt
to engage themselves
GERMANY
Consumers and
companies internalize
CSR decisions
JAPAN
Purchasing isn’t a way to
show CSR, but product
innovation is critical
RUSSIA
CSR is young, but
already a differentiator
FRANCE
CSR matters, but
consumers assume
government is taking care
of it
INDIA
Consumers are optimistic
and motivated to be a part
of the changes they want
to see
CHINA
Social media is king, and
citizens are hyper-
engaged
U.S.
Consumers feel vested in
making the world a better
place, but questioning
their impact

26.
WHAT IT MEANS TO ENGAGE IN CSR
HAS CHANGED.
Showing up at the CSR table is no longer enough.
The universal expectation for companies to be responsible is immense — but companies are not
alone.
Consumers are willing to contribute their dollars, time and social networks to play a role in companies’
efforts to abate critical social and environmental issues.
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27.
THANK YOU!
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Alison DaSilva
EVP – Research & Insights
adasilva@conecomm.com
Liz Gorman
SVP – Sustainable Business Practices
lgorman@conecomm.com