Community Sector Banking
MEDIA, JOBS & RESOURCES for the COMMON GOOD
NEWS  |  General, Research

Transparency Key to Social Impact


Wednesday, 24th February 2016 at 9:39 am
Lina Caneva
A new global CSR report points to greater transparency as the key to building consumer trust and delivering social impact. The report by Weber Shandwick, called Always-On Transparency Report, is the second to investigate…

Wednesday, 24th February 2016
at 9:39 am
Lina Caneva


0 Comments


FREE SOCIAL
SECTOR NEWS

 Print
Transparency Key to Social Impact
Wednesday, 24th February 2016 at 9:39 am

A new global CSR report points to greater transparency as the key to building consumer trust and delivering social impact.

The report by Weber Shandwick, called Always-On Transparency Report, is the second to investigate the key macro trends that are shaping the future of social impact work.

The report explored the role of transparency in building trust, credibility and the right to operate for corporations, Not for Profits, foundations and government entities.

It also looked at the new expectations that people have – as consumers and advocates – for greater transparency, especially millennials.

The report said consumers trust crowdsourcing with 51 per cent of millennials trusting user generated content more than other information on a company website (16 per cent) or news articles about the company (14 per cent) when looking for information about a brand, product or service.

“In a crowded, fast-paced world of information, organisations often struggle to break-through, connect and build meaningful relationships with key audiences,” Executive Vice President of Weber Shandwick’s Social Impact Practice, Paul Massey, said.

“In the face of overwhelming amounts of content, people rely on sources that are open, credible and trusted to guide their decisions on where to focus their attention, time and engagement.”

Massey said that today, stakeholders of all types demand more – more information, more often and with more relevance.

“They want to know how businesses impact society and where the products they consume come from. They want to know how governments steward public dollars. They want to
know how social sector organizations allocate resources to solve pressing challenges,” he said.

“In this context, organisations must earn and sustain not only the attention, but also the trust of their audiences.

He said consumers and advocates know when a brand or organisation is whitewashing its commitment to social impact and are quick to vote with their share of voice and purchasing power in real time.

“By not leading with ongoing transparency, organisations risk losing not only their trust and credibility, but their right to operate,” he said.

The report said the era of instant communication created a unique opportunity for organisations to move away from static reports to a practice of consistent reporting and engagement with key audiences.

transparency

 

 


Lina Caneva  |  Editor  |  @ProBonoNews

Lina Caneva has been a journalist for more than 35 years. She was the editor of Pro Bono Australia News from when it was founded in 2000 until 2018.


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

 Print

Get more stories like this

FREE SOCIAL
SECTOR NEWS

Write a Reply or Comment

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



YOU MAY ALSO LIKE

GoFundMe opens fundraising doors for Australian charities

Maggie Coggan

Wednesday, 24th April 2019 at 5:30 pm

Charities told to clean up their act when it comes to donation bins

Maggie Coggan

Wednesday, 24th April 2019 at 5:21 pm

ASX companies stagnating on gender equality

Luke Michael

Wednesday, 24th April 2019 at 4:51 pm

SRSS cuts leaving people homeless

Luke Michael

Tuesday, 23rd April 2019 at 4:36 pm

POPULAR

‘They don't see eye-to-eye’: Leadership turmoil engulfs the ACNC

Luke Michael

Tuesday, 16th April 2019 at 8:24 am

People with severe mental illness left behind in NDIS transition

Luke Michael

Tuesday, 16th April 2019 at 4:25 pm

NFPs struggling to measure their impact

Luke Michael

Thursday, 11th April 2019 at 4:33 pm

Government under mounting pressure over disability royal commission appointees

Luke Michael

Thursday, 18th April 2019 at 5:36 pm

Community Sector Banking
pba inverse logo
Subscribe Twitter Facebook

Get the social sector's most essential news coverage. Delivered free to your inbox every Tuesday and Thursday morning.

You have Successfully Subscribed!