Aussie Women Demand Ethical Business
14 August 2008 at 2:23 pm
Australian female consumers and employees are demanding transparency and ethical business practices, with over 90 per cent saying that a company’s commitment to Corporate Social Responsibility (CSR) is a must and that it affects their purchasing and employment decisions.
A recent poll of 645 women conducted by the Heat Group, an Australian marketer to women, found that despite a recent downturn in spending, ethical consumerism is on the rise, and CSR has become a key distinguishing factor in a crowded marketplace.
Some 70 per cent of respondents said awareness of a company’s activities in the area of CSR influences their purchasing decisions.
As well 75 per cent of 18-24 yr old women say they look at CSR as a priority when choosing a future employer. This figure doesn’t diminish with age- 69 per cent of women overall said knowledge of a company’s ethical business values is a major factor in employment decisions.
The primary concern for women in the area of CSR is the environment, with 37 per cent ranking it as the most important activity. Gender equality remains very much on the agenda- 28 per cent of women said equal opportunity and support for women was of the utmost significance to them and charity beginning in the workplace, not at home, was also a priority for 10 per cent of respondents.
Gillian Franklin, Managing Director of The Heat Group says at Heat, Corporate Social responsibility is a priority and whilst CSR has been lauded for some time, the message to other companies is- make CSR a priority now if you want to attract female consumers or employees.
The Heat Group produces leading cosmetic brands such as Max Factor, Covergirl, redearth, Bourjois and Ulta3.
For more information on The Heat Group visit www.heatgroup.com.au