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Corporate Social Responsibility
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9.10.2006 ET
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Opinion Elites Cite Need for More Communication on Corporate Social Responsibility
APCO Insight Study Finds Third-party Engagement Creates Credibility
(CSRwire) Washington, D.C. - A new global study among opinion elites, released
today by APCO Worldwide, demonstrates a growing need for greater
communication of companies' corporate social responsibility (CSR)
initiatives. While corporations are making considerable efforts to report
social and environmental practices, an overwhelming majority of the
individuals surveyed still have limited awareness of companies'
contributions to their communities.
Opinion elites (representing the top 10 percent of society in terms of
media consumption, civic engagement and interest in public policy issues)
pay attention to what companies and stakeholders say about corporate
social responsibility, but are not hearing enough, the study found. A
third of the participants reported they know little or nothing about the
social responsibility activities of companies.
"Despite companies' attempts to behave responsibly, there is still
considerable cynicism among opinion elites surrounding CSR progress," said
Margery Kraus, president and CEO, APCO Worldwide. "This study demonstrates
the importance of proactive and transparent communication with
stakeholders to help improve a company's credibility and demonstrate a
real commitment to infusing CSR into how a company conducts its business."
The study also revealed that news about CSR initiatives influences the
attitudes and actions of opinion elites. Other findings
include:- Ongoing collaboration and partnership with third
parties is essential to a company's credibility. Two out of three
respondents consider direct CSR communication credible, but nine out of 10
agreed such communication is "much more credible" when verified by a
third-party such as a non-governmental organization or local
government.
- Positive and negative CSR information can impact purchasing
decisions. Seventy-two percent of opinion elites have purchased a
company's products and services and 61 percent have recommended the
company to others in response to positive CSR information.
Negative news also influences consumer behavior - 60 percent of opinion
elites have boycotted a company's products and services in response to
negative CSR news.
- The media is a considerable force in shaping a company's image
regarding CSR. Media ranked as one of the most important tools for
driving positive change in a company's CSR practice. By harnessing the
power of the media, companies can help mold public opinion and the
regulatory environment.
"This study demonstrates how important CSR
communication is in shaping corporate reputation and influencing consumer
behavior," said Chrystine Zacherau, vice president, APCO Insight, the
opinion research division of APCO Worldwide that conducted the survey. "It
sheds new light on the value of CSR, and also reminds companies they need
to take the initiative to spotlight their positive efforts."
About the Global CSR Survey
APCO Worldwide's Global CSR Survey is part of a broader five-year research
endeavor to understand society's expectations for corporate responsibility
and reputation. The study was conducted through APCO Insight's
Insightpoll.com Opinion Elite Panel, which is a representative and
scientific sample of the most active and informed citizens within each
country. Panelists for the survey were recruited through random-sampling
techniques and screened to include only the top 10 percent of each
country's population based on their news consumption frequency, level of
interest in public policy issues and civic engagement. A total of 419
opinion elite panelists from 10 countries in North America, Europe and
Asia-Pacific completed the survey between Feb 5 and April 17, 2004. The
sampling margin of error for the survey is +/- 4.8 percent. For
additional findings from the study please go to http://www.apcoworldwide.com/content/PDFs/Global_CSR_Study.pdf.
About APCO Worldwide
Founded in 1984, APCO Worldwide is a global communication consultancy with
offices in 24 major cities throughout North America, Europe, Asia and
Africa. Headquartered in Washington, D.C., clients include governments,
corporations, industry associations and non-profit organizations. APCO
includes among its clients six of the top 10 companies on Fortune's Global
500. Core services include corporate, investor and internal communication,
crisis management, issue management, government relations, litigation
communication, media relations, coalition building, opinion research,
market entry, corporate social responsibility and online communication.
For more information, please visit www.apcoworldwide.com.
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