Consumers worldwide are demanding a higher level of social responsibility from the companies they engage with, and most are using the power of the purse to press those demands, according to a study by Cone Communications.
Among surveyed consumers worldwide, 81% say brands have a responsibility to address key social and environmental issues beyond their local communities:
- 31% say companies should change the way they operate to align with greater social and environmental needs.
- 30% say companies should support larger issues with donations and time, and use their corporate muscle to advocate for change.
- 20% say companies should support larger issues with donations and time.
Only 19% of consumers say companies should have a limited (13%) or no role (6%) in the communities they serve.
Most Popular Causes
Across the ten countries studied, most consumers want companies to address economic development issues (34%), followed by issues related to the environment (21%), human rights (12%), poverty and hunger (11%), education (9%), health and disease (8%), and water (6%).
In the US, consumer interests skew towards the economy: 43% of Americans cite economic development issues as their top concern, followed by the environment (16%), poverty and hunger (13%), education (9%), human rights (8%), health and disease (7%), and water (4%).