The New Definition of Corporate Social Responsibility
Now more than ever, businesses must measure the value and return of every program that is implemented. How do corporate social responsibility (CSR) programs measure up? Are they still important, should they be expanded or scaled back, what are your objectives for these programs and how are you evaluating their effectiveness?
We recently sponsored a study on CSR programs, in partnership with award-winning design agency HartungKemp. The nationally representative sample of consumers confirmed the value of these programs. We also learned more about how and whom these programs influence.
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More than two-thirds of consumers will select a brand that supports a cause that benefits the community/the environment over one that does not.
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In reviewing purchases made within the past year, nearly one-third responded that their decision was influenced by a company’s CSR program.
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Three-quarters of respondents said that it was important that their employer has a CSR program.
Our study also revealed that:
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While relevant to both males and females, females are significantly more likely to select a brand that supports a cause.
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While relevant to all demographics, consumers with household incomes of more than $25,000 and those with college or post graduate education are more apt to select a brand based on a CSR program.
These facts provide solid data to support the continuation or initiation of a CSR program for your organization.
At Smith-Dahmer, we believe that CSR programs are stronger when they are consistent with your organization’s brand.
We can help you evaluate each step, whether supporting and enhancing existing programs or establishing new, directly targeted programs. For some companies, programs are up and running—but to what outcome? For other companies, a discussion needs to occur regarding how and when to build a strategic CSR program, supported by research that can begin immediately or be budgeted in the future.
We invite you to learn more of our depth and dimension, to discover SDA: the full service, custom marketing research firm whose experience and expertise, tools and techniques, passion and people are committed to helping you define and measure a strategic CSR program.
To learn more about SDA, contact us or go to our home page.