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ATTITUDES TOWARD CORPORATE SOCIAL RESPONSIBILITY - US - JULY 2018

Published By :

Mintel

Published Date : Jul 2018

Category :

Lifestyle

No. of Pages : N/A

In today’s highly polarized times, consumers increasingly want to know that they share consistent values with the companies they purchase from. As a result, CSR (corporate social responsibility) programs have grown far beyond token charitable initiatives and in some cases are completely reshaping how companies do business. The challenges are great and the stakes are quite high – today’s empowered consumers can be quick to express outrage on Twitter and organize boycotts, yet may not always be willing to pay more for ethically sourced and produced products. Understanding attitudes towards corporate responsibility is thus critical to navigating this complex new world.

Table of contents
OVERVIEW
What you need to know
Definition
EXECUTIVE SUMMARY
Overview
The issues
Consumers value CSR
Figure 1: Importance of CSR, by select demographics, May 2018
CSR can lift brand perception...
Figure 2: Perceptions of CSR initiatives – select items, May 2018
…but success isn’t easy
Figure 3: Impact of CSR on purchasing behavior, by select demos, May 2018
The opportunities
Appeal to iGens with CSR
Figure 4: iGen attitudes and behavior regarding CSR, May 2018
Employment issues have the broadest appeal
Figure 5: Areas of focus for companies, by select demographics, May 2018
Promote CSR through a broad range of channels
Figure 6: Promoting CSR, May 2018
What it means
UNDERSTANDING CSR – WHAT YOU NEED TO KNOW
Multiple facets
Social a significant driver
A time of division
COMPONENTS OF CSR
Values
Corporate giving
Sustainability and the environment
Employment practices
Product health and safety
Privacy and data protection
FACTORS SHAPING CSR IN 2018
The rise of social
Figure 7: Social media usage, February 2018
iGens enter the workforce
Figure 8: iGen political concerns, March 2017
A polarized political climate
Figure 9: Attitudes toward trends – Be the Change, January 2017
Impact of the #MeToo movement
CSR CASE STUDIES – WHAT YOU NEED TO KNOW
Doing well by doing good
Speak out – Fast
Avoid contradiction
A new sense of mission
WHAT’S WORKING?
Practice good business
Hide the broccoli
Be decisive
WHAT’S STRUGGLING?
Silence is not an option
Consistency is key
WHAT’S NEXT?
Putting mission over money?
New forms of financing
THE CONSUMER – WHAT YOU NEED TO KNOW
CSR is valued by consumers
CSR most important to key populations
Purchase impact doesn’t always match priorities
Workers’ rights the highest priority concern
CSR lifts brand perception
Use multiple channels when promoting CSR
THE IMPORTANCE OF CSR
Helpful, but not a dealbreaker
Figure 10: Importance of CSR, May 2018
City dwellers have high expectations
Figure 11: Importance of CSR, by area of residence, May 2018
Impact on purchases changes with age
Figure 12: CSR as a purchase driver, by age and gender, May 2018
Lower, higher income users less motivated by CSR
Figure 13: Importance of CSR, by household income, May 2018
AREAS OF FOCUS FOR COMPANIES
Supporting workers’ rights can resonate with a broad audience
Figure 14: Areas of focus for companies, May 2018
Workers’ rights most important to old, environment to young
Figure 15: Areas of focus for companies, by generation, May 2018
Equal opportunity efforts win with Black shoppers
Figure 16: Areas of focus for companies – Select items, by race, May 2018
Household income has little impact on how shoppers view CSR
Figure 17: Areas of focus for companies – Select items, by household income, May 2018
KEY PRODUCT CLAIMS
“Made in the USA” can motivate purchase
Figure 18: Important product claims, May 2018
Younger audience shows more interest in charitable giving
Figure 19: Important product claims – Made in the USA and charity, by age, May 2018
Animal rights particularly important to women
Figure 20: Important product claims – Select items, by gender, May 2018
White audiences more interested in locally made
Figure 21: Important product claims – Select items, by race, May 2018
Rural shoppers want to see the “made in the USA” stamp of approval
Figure 22: Important product claims – Select items, by area of residence, May 2018
PERCEPTIONS OF CSR INITIATIVES
Consumers positive on CSR
Figure 23: Perceptions of CSR initiatives, May 2018
Women most open to CSR
Figure 24: Perceptions of CSR initiatives – Select items, by gender, May 2018
Parents can be an important target for CSR
Figure 25: Perceptions of CSR initiatives, by parental status, May 2018
PROMOTING CSR
No one tactic dominates
Figure 26: Promoting CSR, May 2018
Consumers are educated through a mix of resources
Figure 27: Promoting CSR – Count of sources used, May 2018
Print a winning tactic for older generations
Figure 28: Promoting CSR – Digital and traditional media, May 2018
ATTITUDES TOWARD CSR
CSR is an expectation among consumers
Figure 29: Expectations of CSR, May 2018
Responsibility initiatives can boost brand image
Figure 30: Support for CSR, May 2018
Half of consumers willing to pay more for CSR
Figure 31: CSR and purchase intent, May 2018
Some consumers remain skeptical
Figure 32: CSR and skepticism, May 2018
APPENDIX – DATA SOURCES AND ABBREVIATIONS
Data sources
Consumer survey data
Abbreviations and terms
Abbreviations
Terms

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