#CONERESEARCH

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

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.

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.

“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.

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.

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.

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

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.

CONSUMERS WILLING TO ENGAGE

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AT LEAST THREE-QUARTERS WILL PARTICIPATE IN CSR EFFORTS IF GIVEN THE

OPPORTUNITY TO DO SO

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.

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.

TRADITIONAL CHANNELS WORK

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DIGITAL PLATFORMS GAINING POPULARITY, ACCOUNTING FOR A COMBINED 24%

OF PREFERRED CHANNELS

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

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.

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

WHO’S HAVING IMPACT?

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DISPARITIES IN PERCEIVED CORPORATE AND INDIVIDUAL IMPACT EMPHASIZES THE

IMPORTANCE OF COMMUNICATING COLLECTIVE RETURN

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

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

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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THANK YOU!

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Alison DaSilva

EVP – Research & Insights

adasilva@conecomm.com

Liz Gorman

SVP – Sustainable Business Practices

lgorman@conecomm.com