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Customers Demanding Corporate Responsibility

October 19, 2011
  |  8,509 views

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.

Below, additional findings from the 2011 Cone/Echo Global CR Opportunity Study, a 10-country survey by Cone Communications and Echo Research


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%).


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