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Attitudes Toward Social Responsibility in the United States 2010
Mintel, Sep 2010, Pages: 74
In the light of recent corporate scandals, global warming and the current recession, consumers are beginning to see Corporate Social Responsibility (CSR) as a necessary part of any corporate makeup. Overall consumer trust in authority is low, leading consumers to be cautious, slow to defer to authority and demanding of transparency. Despite these factors, however, consumers still want to give back. In fact, instances of charitable giving have remained stable notwithstanding the recession. Consequently, companies need to find ways to work with consumers to engage them in social responsibility and create a relationship of transparency and trust.
In this report, Mintel investigates social responsibility trends and highlights key demographics who are interested in social responsibility to increase the potential for marketing opportunities. Analysis and insights offered include:
- The effect of age on interest in social responsibility initiatives
- How to engage consumers by giving them a voice in CSR practices
- The effect of the recession on consumer demand for social responsibility
- How green initiatives correlate to other social responsibility practices
- Why local and global initiatives both need to be pursued
- How websites can be used to engage consumers in CSR initiatives
- Which social responsibility initiatives consumers want to learn more about
- How consumers want to be contacted about social responsibility initiatives
- Which brands consumers are most interested in hearing from about their CSR practices
- Types of socially responsible products consumers are buying (such as energy efficient or organic)
- Who consumers feel should be responsible for the promotion of the safe use of products
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