Limited Time Offer: Save 30% on PRO with code GETRESULTS »

Real-World Education for Modern Marketers

Join Over 600,000 Marketing Professionals

Start here!
Text:  A A

Customers Demanding Corporate Responsibility

October 19, 2011

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%).

Sign up for free to read the full article.Read the Full Article

Membership is required to access the full version of this how-to marketing article ... don't worry though, it's FREE!


We will never sell or rent your email address to anyone. We value your privacy. (We hate spam as much as you do.) See our privacy policy.

Sign in with one of your preferred accounts below:


Rate this  

Overall rating

  • Not rated yet.

Add a Comment


MarketingProfs uses single
sign-on with Facebook, Twitter, Google and others to make subscribing and signing in easier for you. That's it, and nothing more! Rest assured that MarketingProfs: Your data is secure with MarketingProfs SocialSafe!