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:
Executive Summary Presentation