New study: Consumers tell companies what to do in cause-marketing & CSR

Customers Tell Companies What To Do
Dec 7, 2010 3:35 PM ET

New study: consumers tell companies what to do

Customers have high expectations of companies and we have the data to prove it. In a soon-to-be-released public opinion survey, American consumers continue to indicate that they expect their employers and companies they purchase goods from to remain engaged in both charitable & cause-marketing programs and in corporate social responsibility / sustainability initiatives.

The survey, to be released by Do Well Do Good, LLC on December 15, identifies so-called “mandates” from the results of a population representative of the general US population.  Namely:

  • 83% of consumers think companies should support nonprofits with financial donations

  • 88% of consumers think that companies should try to accomplish their business goals while trying to improve society and the environment

Moreover, the survey also digs down deeper than just general opinion questions. The two 2010 Do Well Do Good Public Opinion Surveys (one on CSR and one on cause-marketing)  also identify the intention of a consumer’s values driving behavioral changes.  For example:

  • 83% would seriously consider leaving their job if their company was found to employ child labor

To be clear, this is just the tip of the iceberg of information we are about to reveal. These are the “mandates” that arose from the survey. We define a mandate, by the way, as a result that saw over 75% or more agreement across all of the demographics we measured: men, women, and moms.

Interested in finding out more? Click on this link to be brought to the 2010 survey’s main page. If you’re reading this prior to its official release, you can obtain early access by signing up for our SPAM-free electronic newsletter in the field provided on the survey's main page.