The Do Well Do GoodPublic Opinion Survey on

CORPORATE SOCIAL RESPONSIBILITY

Summary Report

The Do Well Do Good Corporate Social Responsibility Summary Report2

OVERVIEWTwo years ago, the world was in turmoil. The foundations of the global economy nearly collapsed as banks were afraid to lend to each other. Companies began shedding workers swelling unemployment to their greatest length in decades. And then the worst was over and we find ourselves in a shaky post-recession economy. In some circles, the cultural excess that drove our economy to its knees has been shunned. Austerity is now no longer looked down upon – one would hope at least. It is in this post-crisis context that we at Do Well Do Good, LLC conducted our first public opinion survey on cause-marketing and corporate social responsibility. What do American consumers expect of the companies they buy from? How do employees view their company’s responsibility to society and the environment? Our intent with these surveys is to look deeper than surface-level feelings and to identify the extent consumers and employees say they would change their behavior.

Corporate Social Responsibility Defined Cause-marketing and corporate social responsibility programs are two tools of modern business practices that

by doing good in society. While cause-marketing and CSR initiatives are fundamentally different, they can help a company enhance or create new approaches in the workplace, with the workforce, and in the marketplace. They are more than just the “right thing to do.” These programs can improve the bottom line and help a company meet the expectations of their customers, employees, and stakeholders.

actions of a company that changes business operations to improve, maintain, or mitigate a company’s impact on society and the environment. ” While we at Do Well Do Good, LLC believe the terms “sustainability” and CSR

of sustainability as a business strategy that drives long-

inclusion of environmental and social issues in the business model. In other words, CSR looks to the past actions of a company while sustainability looks forward by changing the nature of the company.

To read the companion Summary Report on cause-marketing, please visit www.dowelldogood.net. We report the results of these surveys by looking at the response by the total population and men, women, and moms.

Vox Populi: The Voice Of The PeopleConsumers continue to have high expectations of businesses. According to the results of our survey, 88% believe that companies should try to achieve their business goals while still trying to improve society and the environment.

Although one should refrain from considering philanthropy as a sole component of a CSR strategy, it is worthwhile noting that 83% of those we surveyed think that companies

causes.

88% of consumers agree companies should try to accomplish their business goals while still trying to improve society and the environment

83% of consumers think companies should support charities and nonprofits with financial donations.

88%

83%

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Employee Behavior: Willingness To Act On ValuesAccording to our survey, employees are willing to act on their values. In particular, we proposed three scenarios to consider: if accurate evidence were presented in the media that the company you worked for:

1. Substantially harmed the environment

2. Employed child labor

3. Gave little or no money to charity

Even in these trying economic times, as we experience one of the worst job markets since the Great Depression:

Over 65% of employees would seriously consider leaving their jobs if their company harmed the environment.

83% would seriously consider leaving their jobs if their company were found to employ child labor.

32% would seriously consider leaving their jobs if their company were reported to give little or no money to charity.

Interesting, of those willing to leave their job if their company employes child labor, 57% strongly agreed with the statement. This compares to 22% who strongly agreed with the statement for the environmental scenario and 9% for the charitable giving scenario.

How To Answer The Public’s Call

Consumers and employees have expectations of companies

But how do you distinguish a “good” company from an “average” company? Moreover, how do you distinguish a company you consider a “leader” from a “good” company?

Our survey outlined nearly 30 attributes and asked respondents to identify if they would consider the attribute as something they would expect from a bad, average, good, or a company they consider a leader. These attributes were

environmental practices, and social practices.

For general business practices, we found that in order to be considered either a good company or a leader, companies should:

Offer a working environment where employees feel comfortable expressing ideas and concerns about the direction of the company.

Offer work-related training and educational opportunities for employees.

In times of economic hardship, try to reassign, rather than layoff employees.

Issue accurate financial statements, such as to the Securities and Exchange Commission.

Disclose political contributions.

our data into several different tiers. So for a company that wants to move from being considered an “average” company, it should try to earn “good company credits.” Similarly, if a company wants to move from a good company status to a leadership position, it should try to earn “leadership credits.”

We used an algorithm to identify which issues will earn more credits. In order for a company to move up its leadership position, it should look to earn all of the credits

in the environmental section, it is a basic expectation that company have a recycling program in place – 44% consider it a sign of an average company.

Over 65% of employees would seriously consider leaving their jobs if their company harmed the environment.

83% would seriously consider leaving their jobs if their company were found to employ child labor.

32% would seriously consider leaving their jobs if their company were reported to give little or no money to charity

65%

83%

32%

The Do Well Do Good Corporate Social Responsibility Summary Report4

To earn “good company and leadership credits”

In the environmentUse only “green” energyMandate all new buildings and stores will be “green”

On social issuesAllow employees to volunteer on company time, with pay

To earn the most “good” company credits:

Measure and reduce CO2 and GHG emissionsDesign and build a few “green” buildingsBe honest and transparent about environmental mistakes

Be honest and transparent about business practices and social issues

Have an internal recycling Prevent employing child laborMake public commitments

Use green energyHave specific and well-defined environmental goalsMake public environmental commitmentsEducate customers on how they can improve the environment

Regularly contribute to charity.Commit to a % of profits for charityEducate customers on how they can make a difference in the community

To earn “good” company credits:

Basic expectations of good and leading companies

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And The Leaders Are?How are some of America’s largest companies perceived based upon their impact on society and in the environment? We asked the respondents to rate 16 major-brand companies on a scale from -100 to 100. We selected two to three companies in six different industries and

women, and moms.

It will probably not be a surprise to see that oil companies have very low perceptions – both for the environmental concerns and social issues. BP scored the lowest of all of these 16 companies with an average score of -40 in the environment and -28 score on social issues.

Discount retailer Target, however, achieved the top spot for both categories with a positive average score of nearly 28 for social issues and 26 for environmental concerns.

About the Survey & About UsThe Do Well Do Good Public Opinion Surveys on Cause-Marketing and Corporate Social Responsibility were conducted through an online panel organized by Qualtrics Labs, Inc.. The survey was conducted between September 23-25, 2010 with 1,017 respondents consisting of 503 women and 514 men. The survey is estimated to have an error rate of + 3.1%.

organizations whose leadership wishes to increase the positive impact of their corporate social responsibility, cause-marketing, and philanthropy initiatives. We provide the tools and enhance the skills of program managers in order to implement a clear and comprehensive strategy, improve communication between internal and external audiences, and integrate programs throughout all levels of the company.