Key Findings from 2009 Corporate Citizenship Branding Study
- Consumer perception of corporate responsibility is uncorrelated with measured rankings like the CRO 100 –meaning there is a major opportunity for companies to increase their return on citizenship and reputation investments by associating them more strongly with their brands.
- People are willing to pay more for products from socially responsible companies, but almost no companies have any profile as socially responsible.
- Companies who provide a consistent citizenship message receive the most recognition.
- And despite concerns about the economy, Americans plan to purchase the same or more on products and services from socially responsible companies.
- People are willing to receive less salary in exchange for working for a socially responsible company, but companies are failing to communicate even to their own employees whether they are socially responsible.
Key Charts:
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