2010 CSR Survey - Topline Results 8 April 2010 Presented by Chris Coulter (email@example.com)
Overview of Today’s Briefing 1. Introduction and Methodology 2. Ten Key Findings 3. Final Thoughts 4. Q & A
GlobeScan Radar Research Program Integrated Research Platform Around ‘Business & Society’ Framework: • Two global public opinion surveys annually • Option to customize via social/environmental brand audit and custom questions for benchmarking, issues tracking, etc. • Key themes include corporate responsibility, corporate leadership, social and environmental issues tracking, sector-specific issues and reputation tracking What You Can Expect in the Coming Weeks: • Two custom briefings to internal audiences • Headline trend report and full PPT slides • Online HTML formatted report of research findings and online archive • Executive report with advanced analysis • ‘Early warning’ memos, topical webinars and e-Briefs
Map of Participating Countries • Representative samples of 1,000 adults per country in 30 countries (n=30,000) • Some urban-only surveying in certain developing countries • Face-to-face and telephone interviewing between December 2009 - February 2010 • Within-country sample error of +/-3.1%, 19 times out of 20
Defining Corporate Responsibility Description of what CR means to people around the world Role of business vs government in society Views of government regulation of CR Leadership of CEOs vs political leaders Corporate Leadership Perceived percentage of companies currently acting responsibly Assessment of business’ CR performance Most/least socially responsible company Reasons why companies are viewed as responsible and irresponsible Drivers of sector CR reputation 2010 Wave 1 Survey Topics Communicating Responsibility • Awareness of CR commitments • Familiarity with CR reporting • Impact of CR reports on reputation and market share • Interest in learning more about CR • Credibility of CR communications • Views on CR as PR • Channels for learning about CR Active Consumerism • Avoided product/brand for environmental reasons • Purchased Fairtrade product • Purchased organic food product • Purchased energy efficient product
Finding 1 - Corporate responsibility is increasingly being defined by ethics and transparency
Employee treatment, Ethics, Environment, and Economy Define Corporate Responsibility in Many Countries 1t. For you to consider a large company responsible to society, what are the most important things it should do? Anything else?
Diverse Views of Top-of-Mind Definer of CR 1t. For you to consider a large company responsible to society, what are the most important things it should do? Anything else?
Finding 2 - Gradual shifting of responsibilities from governments to companies
Expectations Remain High for Governments to be Responsible for Social Agenda O1t. Who do you think should be mainly responsible for each of the following? In answering, please use a scale of 1 to 5, where 1 means “Governments should be mainly responsible,” 5 means “Large companies should be mainly responsible,” and 3 means “Both should be equally responsible.” What about…?
…but a Shift in Responsibilities from Governments to Companies, Especially in North America O1t. Who do you think should be mainly responsible for each of the following? In answering, please use a scale of 1 to 5, where 1 means “Governments should be mainly responsible,” 5 means “Large companies should be mainly responsible,” and 3 means “Both should be equally responsible.” What about…?
Finding 3 - Despite sector-level criticism, progress being made at 30,000 foot level
People Have Become Slightly More Confident in Large Companies’ Ability to Help Build a Better Society, Except in China 2At. Please tell me if you strongly agree, somewhat agree, somewhat disagree, or strongly disagree with each of the following statements. a) Large companies are doing a good job building a better society for all.
Finding 4 - While manageable, public support for regulating corporate responsibility is increasing
Public Support for Greater Regulatory Pressure Inching Up 2At. Please tell me if you strongly agree, somewhat agree, somewhat disagree, or strongly disagree with each of the following statements. b) Our government should create laws that require large companies to go beyond their traditional economic role and work to make a better society, even though this could lead to higher prices and fewer jobs.
Finding 5 - Consumer activism has grown even through the recession
Consumer Activism Continues to Increase, with Marked Shift towards ‘Fair Trade’ Goods O2t. Now I am going to read you a list of activities. Thinking of the past year, please tell me which of the following you have regularly done, have done once or twice, have only considered doing, or have not considered doing. What about…?
Finding 6 - People are learning about corporate responsibility slowly, if at all
Self-reported Learning about Corporate Responsibility is Stagnant 9t. In the past year, how much have you heard or read about certain companies making efforts to improve their social and environmental performance and to give back to the community?
Expected Changes to CSR Programs 2009 The white space on this chart represents “DK/NA.” 4. In the next 12 months, what changes, if any, do you anticipate for each of the following with respect to your company’s [organization’s] CSR/sustainability programs?
Finding 7 - But people remain receptive to corporate responsibility communications
Significant Ongoing Interest Across the World in Corporate Responsibility 3Bt. Please tell me if you strongly agree, somewhat agree, somewhat disagree, or strongly disagree with each of the following statements. d) I am very interested in learning more about the ways that some companies are trying to be more socially responsible.
Growing Interest in Learning More about CR in Some Emerging Markets… 3Bt. Please tell me if you strongly agree, somewhat agree, somewhat disagree, or strongly disagree with each of the following statements. d) I am very interested in learning more about the ways that some companies are trying to be more socially responsible.
Finding 8 - Significant decline in trust in corporate responsibility communications in China
Trust in Companies’ CSR Communications Has Recovered in Some Key Markets, But Down in China (and Germany) 3Bt. Please tell me if you strongly agree, somewhat agree, somewhat disagree, or strongly disagree with each of the following statements. c) Companies communicate honestly and truthfully about their social and environmental performance.
China - Sanlu Tainted Milk Scandal “Make Quality Milk Products, Serve the People” Sanlu Corporate Tag Line “It’s a chain of responsibility and many mistakes were made along this chain. I think bigger companies should take more responsibility for their actions, and the government should take more responsibility too. I can’t say this couldn’t happen again. We don’t have a very good social environment and I don’t think it’s been handled very well.I think the food industry is improving a bit, but there’s still a long way to go. People are more aware of the consequences of damaged food. I do think about those people whose children have suffered.” BBC Interview with Chinese consumer
Finding 9 - Rapid uptake of the Internet as a source of information on corporate responsibility
A Significant Increase in the Internet as a Source for Learning about CSR 10t. How did you learn about what companies are doing? Did you learn about companies’ social or environmental activities from […]?
Finding 10 - Leadership in corporate responsibility is being manifested at the local level for many consumers
A Diverse Array of Companies Mentioned Across the World as Leaders and Laggards in Corporate Responsibility 5t. Please name a specific large company that comes to your mind as fulfilling its responsibilities to society better than others—in other words, a company you see as being a “Responsible company”. Can you name another? 7t. Please name a specific large company that comes to your mind as doing a POOR job of fulfilling its responsibilities to society—in other words, a company you see as not being a “responsible company”. Can you name another?
Ongoing Divide Between North and South on Drivers of CSR 6t. What is the main reason you say <COMPANY NAMED> is a “responsible company”?
Final Thoughts • Embrace (hyper) transparency • Communications remain a priority - ensure social media and online communications strategy is fully loaded • Chinese public opinion is rapidly converging with European and North American views (more critical and cynical) - ensure your Chinese colleagues are well supported • Public pressure in the form of consumer activism and support for regulations is up and will continue - capitalize on the reputation and market share opportunities • Public policy will become increasingly important as expectations shift - need to align CSR and government affairs functions • Look to local companies for insight as to how CSR is being defined - benchmarking with national companies as important as global competitors
Questions and Discussion For more information, please contact: Chris Coulter chris.coulter@GlobeScan.com +1 416 969 3088 Sam Mountford sam.mountford@GlobeScan.com +44 (0) 20 7253 1447 Tove Malmqvist tove.malmqvist@GlobeScan.com +1 416 969 3092