Close Search
 
MEDIA, JOBS & RESOURCES for the COMMON GOOD
News  | 

Consumer Survey Uncovers variables in CSR Communications


27 November 2006 at 2:01 pm
Staff Reporter
A new consumer survey uncovers variables that drive successful corporate responsibility communications. A US consumer trust survey has looked into why some corporate responsibility communications drive consumer trust while others fail.

Staff Reporter | 27 November 2006 at 2:01 pm


0 Comments


 Print
Consumer Survey Uncovers variables in CSR Communications
27 November 2006 at 2:01 pm

A new consumer survey uncovers variables that drive successful corporate responsibility communications.
A US consumer trust survey has looked into why some corporate responsibility communications drive consumer trust while others fail.

The survey was carried out by researchers DDB Brand Integrity Group in conjunction with Ideal Bite an eco-friendly online resource.

Answered by more than 700 Ideal Bite subscribers, the survey highlights the urgency of values-driven corporate citizenship initiatives and straightforward communications.

Key findings include:

• Respondents cited insincerity with first-party seals of approval and rejected campaigns that lacked specificity and transparency.

• Respondents did not find donation-with-purchase programs compelling. Instead, aligning a corporate cause with a company’s DNA received a favourable response.

• Partnerships between corporations and Not for Profits were often seen as self-serving efforts.

Jen Boulden, cofounder of Ideal Bite says these ‘new environmentalists’ are not wearing Birkenstocks, and they are not living in yurts. But they are consuming with a conscience. They are guided by their values and vote with their dollars.

The survey examined 14 different companies through side-by-side comparisons of expressions of similar corporate responsibility initiatives. Respondents were asked which examples were more trustworthy or credible and why.

Examples included comparing companies with similar products and campaigns, different brands focusing on a similar issue, different approaches to corporate social responsibility communications, and endorsements and partnership programs.

Ideal Bite (www.idealbite.com) is an online source for connecting good companies to appreciative consumers by sending out free eco-living tips to an opt-in database each weekday, via e-mail. Ideal Bite launched in the U.S. in June 2005, and has since introduced the concept of "light green living" to tens of thousands of daily readers.



PB Careers
Get your biweekly dose of news, opinion and analysis to keep you up to date with what’s happening and why it matters for you, sent every Tuesday and Thursday morning.

Got a story to share?

Got a news tip or article idea for Pro Bono News? Or perhaps you would like to write an article and join a growing community of sector leaders sharing their thoughts and analysis with Pro Bono News readers? Get in touch at news@probonoaustralia.com.au or download our contributor guidelines.

Advertisement

Virtual Congress - CPA Australia

Tags : Survey,

 Print

Get more stories like this

FREE SOCIAL
SECTOR NEWS

Your email address will not be published. Required fields are marked *



YOU MAY ALSO LIKE

New $100 bill a win for blind and low vision Aussies

Luke Michael

Saturday, 31st October 2020 at 8:30 am

Government pledges to make NDIS more accessible for Indigenous communities

Luke Michael

Friday, 30th October 2020 at 4:55 pm

UK issues sex ban for aid workers

Luke Michael

Friday, 30th October 2020 at 4:40 pm

How to nail a job interview when you’re out of practice

Maggie Coggan

Friday, 30th October 2020 at 2:01 pm

pba inverse logo
Subscribe Twitter Facebook
×