Consumer CSR Attitude SurveyConsumer CSR Attitude Survey

March 2008March 2008

Conducted in Bangkok Conducted in Bangkok

by: by:

Bangkok, ThailandBangkok, Thailand

About Vero Public Relations

� Full service public relations

consultancy

� Offices: Bangkok, Chicago,

Ho Chi Minh CityHo Chi Minh City

� Clients: Fortune 500

companies, business

associations and non-profits

2

CSR in Asia Pacific

�Historically, CSR defined by:

�NGOs

�Western governments

�Groups of ethical investors�Groups of ethical investors

�Special interest groups

�Elites heading philanthropic organizations

3

Changing Nature of CSR

�CSR Increasingly defined by grassroots civil society:

�Passionate consumers

�Employees�Employees

�Community groups

�Local governments

�Blogosphere

4

Web and Mobile Empowering People

�Web and mobile channels are giving strength to new voices

�Knitting local communities together into a �Knitting local communities together into a global community

�Forcing dialog with business

5

Day 1• Whistle Blower

Day 3• Local NGO Posts Story Online

6

Day 4-5• Local media; Local blogs; Int’l NGO Web sites

Day 6-7• Blog translators; Int’l blogs; Web sites; Int’l media

Day 8• Bad Day for the PR Team

Survey SamplingSurvey Sampling

� Interviews conducted during March 2008

� Sampling was done within Bangkok area, using random intercept

� Average interview time of 10 mins� Average interview time of 10 mins

� 300 interviews were conducted among ages 18-65, with quota sampling on sex

and ages to represent population

20%

5%

51-658%

2%Finished/Will finish

Higher

Finished/Will finish up

CSR Survey CSR Survey –– Overview of RespondentsOverview of Respondents� 50% of our sample was under 30 years old, with equal split of gender

� Almost 3 out of 4 people had finished/will finish up to BA or above, thus an educated audience

23%

27%

25%

41-50

31-40

24-30

18-23

50%

50%Female

Male

Age Gender

62%

9%

7%

12%

Finished/Will finish up to MA/MBA

Finished/Will finish up to BA

Finished/Will finish up to college

Finished/Will finish up to high school

No formal education

Education

5%

6%

5%

4%

11%

Not working / Housewife

Study

� Most of our sample was made up of white collar workers

CSR Survey CSR Survey –– Overview of RespondentsOverview of Respondents

8%

60%

Business owner

Supervisor/Manager

General staff - Govtworker

General staff - Whitecollar

General staff - BlueCollar

OccupationOccupation

2%

Aware of the term CSRAware of the term CSR

� All but 2% were aware of the term CSR when explained in Thai words (ie “kwaam ra �p pi �t chop

dto�r sang-kom kong ong-gon”)

98%

Aware

Not Aware

22%

Who has most ResponsibilityWho has most Responsibility� When asked to say what % of the burden should be placed among Govt, Companies and

Consumers, half of the burden was placed on Govt, with one third being placed on Companies

� Those aged under 30 placed slightly more responsibility on Consumers to take a role compared

with those over 30

47%

31%

22%Consumers

Companies

Government

Q14 Finally, in your opinion, how much responsibility for social issues should each of the following stakeholder groups take?

30%

Industrial

Types of Industries having ResponsibilityTypes of Industries having Responsibility

� Industrial and Petrol/Energy companies were regarded as the types who have most responsibility

to conduct CSR

26%

17%

14%

12%

Agriculture

Pharmaceuticals

Food

Energy/Petroleum

Q9 Which types of industries have the greatest responsibility to enact “kwaam ra �p pi �t chop dto�r sang-kom kong ong-gon”programs?

19%

1%0%

11%

0% 1%

StronglyDisagree

� Almost all believe that companies “should” act in a responsible manner towards social

responsibility, with 4 out of 5 agreeing “strongly”

� However, only 3 out of 4 agree that companies currently “do” act in a responsible manner ,

with less than 50% agreeing “strongly” on this point

� Those over age 30 tended to agree slightly more that companies DO act

79%

47%

19%

32%

10%

Disagree

SomewhatDisagree

Not Sure

SomewhatAgree

Strongly Agree

Companies SHOULD act in

responsible CSR manner

Companies DO act in

responsible CSR manner

11%

2%

Far BelowAverage

Rate own Employer’s Contribution to CSRRate own Employer’s Contribution to CSR

� When asked to rate how responsible was their own employer, just over half said “average”,

though 1 in 3 thought their employer was “above” average

� Those over age 30 tended to rate their own employer slightly better than those under 30

11%

21%

55%

Average

Below Average

Average

Above Average

Far AboveAverage

Q8 How would you rate your own employer in terms of the amount of “kwaam ra �p pi �t chop dto�r sang-kom kong ong-gon” that they do?

Chang 32%

Brand (Stock) 4%

Companies Recalled doing CSR (spontaneous)Companies Recalled doing CSR (spontaneous)

�Possibly due to the time of year (ie just after winter) and good PR exposure, Beer Chang was the

company that was most remembered for having done CSR work recently in Thailand

Brand (Stock) 4%

PTT 6%

Singha 4%

Standard Chartered 5%

Cannot Recall 16%

Q2 Please try to remember the last time that you were aware that a company was acting in a way that is “kwaam ra �p pi �t

chop dto �r sang-kom kong ong-gon” in Thailand – can you recall the company name and what it was that made you

think they were being “kwaam ra �p pi �t chop dto�r sang-kom kong ong-gon”?

Type of CSR Recalled among Companies (spontaneous)Type of CSR Recalled among Companies (spontaneous)

� Due to the high mention of Beer Chang, blankets to the poor was the most recalled recent act of CSR

� But other companies mentioned for CSR were recalled for their acts of CSR including Scholarships,

Funds for schools and Environmental projects also

Blankets to poor in winter months 29%

Scholarships to young people 16%

Sports equipment to schools in rural areas 8%

Mangrove/Re-Forestation projects 8%

Support environmental projects 7%

Funds to build schools in remote areas 6%

Q2 Please try to remember the last time that you were aware that a company was acting in a way that is “kwaam ra �p pi �t chop dto �r sang-kom kong ong-gon” in Thailand – can you recall the company name and what it was that made you think they were being

“kwaam ra �p pi �t chop dto�r sang-kom kong ong-gon”?

CSR acts should be done by Companies (spontaneous)CSR acts should be done by Companies (spontaneous)

� When asked what other types of CSR acts should be done by companies, 1 in 4 responded with

Scholarships, showing that further education is seen as critical for many people

� Environment came second, but by a long way

Scholarships to young people 26%

Support environmental projects 11%Support environmental projects 11%

Mangrove/Re-Forestation projects 7%

Funds to build schools in remote areas 5%

Money/Funds to poor people to improve life 5%

Resources/Equipment to poor people to improve life 5%

Sports equipment to schools in rural areas 4%

Career skills/Training to disabled people 4%

Q3 What other type of acts would u say that any company can, or should do, in order to show “kwaam ra �p pi �t chop dto�r sang-kom kong ong-gon” in Thailand?

14%Fair treatment ofemployees

Which act of CSR most ImportantWhich act of CSR most Important

� When asked to choose from 4 CSR activities, Support for Future of Young People was chosen

most (by just over 1 in 3 people) with Environmental matters chosen by just under 30%

� There was no difference seen among age groups in their choice

21%

29%

36%

employees

Support for future of youngpeople (ie education)

Support for environment

Support for disadvantagedpeople

Q10 What ONE type of “kwaam ra�p pi �t chop dto�r sang-kom kong ong-gon”do you believe is most important for Thailand, from this list of four?

Ever Aware 3 most Impress

Support of educational projects (eg help to schools, rural area education) 13% 27%

Support of environmental improvement projects (eg mangrove, forests, water,

reduce pollution)12% 22%

Support of poor/disadvantaged people projects (eg creating jobs, training of

local people)9% 12%

What types of these CSR Aware of being doneWhat types of these CSR Aware of being done� Educational & Environmental projects were viewed as being the most impressive, as well as the

projects most had ever been aware of

local people)9% 12%

Support of animal projects (eg elephants, dogs) 8% 6%

Support of health & medical projects (eg help to remote clinics, vaccinations,

giving blood)10% 11%

Support of other community projects (eg building infrastructure, providing transport) 7% 4%

Promote environmentally friendly products/services for consumers 8% 4%

Promote healthier and safer products/services for consumers 6% 2%

Take steps in their company to reduce energy consumption, be more green 8% 3%

Promote health and wellness for their employees (eg healthcare programmes) 7% 2%

Tuition reimbursement/scholarships for employees & their families 7% 4%

Alliances with local universities for training and future jobs 5% 1%

Q4 Which of following acts have you ever been aware that any company has done in Thailand

Q5 Choose the 3 acts that would most impress you if a company acted in a positive way to improve

Aware Impress

On TV programme 25% 31%

In newspaper article 20% 24%

Sources of Information about acts of CSRSources of Information about acts of CSR� Most people were made aware of CSR acts through the mass media, though a significant number of

others quoted magazines and internet – and whilst mass media was chosen as preferred method to read

CSR stories, internet also played a significant role among our sample

In newspaper article 20% 24%

In magazine article 12% 7%

Company website 5% 5%

Company literature/mail shots (eg a company might distribute info about what they

have done, or send with credit card statements, etc)4% 4%

Internet stories 12% 14%

Networking websites (eg message forums, MySpace.com, Pantip.com, etc) 4% 4%

Heard from other people 9% 6%

Own experience/own involvement (eg with your company in a project) 8% 5%

Radio 0% 0%

Q11 And where have you ever seen information to make you aware that companies did an act of CSR

Q12 And which THREE of these places or sources would you say you would prefer to learn about acts of CSR

3%7%

Not Sure

Would you Pay More?Would you Pay More?

� When asked if they would pay slightly more for a product or service that was 100% responsible,

an overwhelming 90% claimed that they would pay slightly more

90%

No

Yes

Q13 Would you be willing to pay slightly more for a product that you were 100% certain was socially responsible, meaning it was made by employees

who are treated fairly, in a safe working environment that does not harm the environment, etc.?

Public Relations Opportunities

For Private Industry & AcademiaFor Private Industry & Academia

The Vero PR Response to Survey

� Private Industry

Academic Alliances

� Scholarships

� Lectures� Lectures

� Knowledge sharing

� Internships

� PR collaboration

Academic Alliances – Public Relations Benefits

� Human resources

� Third party support� Third party support

� Press coverage

� Relationship building

� Government relations

� Client relations

BMRS Asia Co., LtdBMRS Asia Co., Ltd

Mr. Andy GowerMr. Andy Gower

VERO Public RelationsVERO Public Relations

Mr. Mr. Brian GriffinBrian GriffinMr. Andy GowerMr. Andy Gower

Director of ResearchDirector of Research

Phone : Phone : 0 2713 60700 2713 6070--33

Fax : Fax : 0 2713 60740 2713 6074

Mobile : Mobile : 081 551 4744081 551 4744

Email : Email : Andy@BMRSAndy@BMRS--Asia.comAsia.com

Mr. Mr. Brian GriffinBrian Griffin

Managing DirectorManaging Director

Phone : Phone : 0 2684 1551 0 2684 1551

Fax : Fax : 0 2684 15530 2684 1553

Mobile : Mobile : 085 167 6952085 167 6952

Email : Email : Brian@veropr.comBrian@veropr.com

THANK YOU!THANK YOU!