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Consumer Survey Uncovers Variables that Drive Successful Corporate Responsibility Communications

Consumer Survey Uncovers Variables that Drive Successful Corporate Responsibility Communications

Published 11-13-06

Submitted by DDB BIG

SEATTLE WA-- DDB Brand Integrity Group (DDB BIG) in conjunction with Ideal Bite released findings today from a consumer trust survey providing marketers with insights into why some corporate responsibility communications drive consumer trust while others fail. Answered by more than 700 Ideal Bite subscribers, this hybrid qualitative and quantitative survey underscores the urgency of values-driven corporate citizenship initiatives and straightforward communications. Key findings include:

• Respondents cited insincerity with first-party seals of approval and rejected campaigns that lacked specificity and transparency.

• Respondents did not find donation-with-purchase programs compelling. Instead, aligning a corporate cause with a company's DNA received a favorable response.

• Partnerships between corporations and nonprofits were often seen as self-serving efforts.

"Corporate responsibility initiatives and communications have become standard practice, but only a handful of them truly engender consumer trust," said Arlene Fairfield, Managing Partner, DDB BIG. "We conducted our survey to find out which communications make some companies into brand citizens, while others actually damage their reputation when the message or the subject isn't perceived as genuine."

"These 'new environmentalists' are not wearing Birkenstocks, and they are not living in yurts. But they are consuming with a conscience. They are guided by their values and vote with their dollars. This is a $230B US marketplace, representing one out of every four Americans. The time is ripe for creating a more sustainable world through simple changes that add up, and send a message to companies from the bottom, up," added Jen Boulden, cofounder and director of public relations and marketing for Ideal Bite.

The survey examined 14 different companies through side-by-side comparisons of expressions of similar corporate responsibility initiatives. Respondents were asked which examples were more trustworthy or credible and why. Examples included comparing companies with similar products and campaigns, different brands focusing on a similar issue, different approaches to corporate social responsibility communications, and endorsements and partnership programs.

"Great partnerships are more like healthy marriages than first dates," said Fairfield. "When we orchestrate these relationships, we determine what core strengths can be brought to bear to help each organization achieve its goals. Consumers are well informed and can detect when a company picks a cause based on current consumer trends. One-time partnerships or events don't deliver sustainable ROI."

Heather Stephenson, cofounder and CEO of Ideal Bite, recognizes the value of reaching the right audience. "Our 65,000 Ideal Bite subscribers represent early adopters of the realistic eco-lifestyle we promote, and that will reach a tipping point soon. Their feedback on corporate responsibility initiatives serves as a lens that allows us to see where mainstream consumers are heading. Gone are the days of successful outcomes to mindless marketing. Consumers want specifics and they require authenticity."

DDB Brand Integrity Group, the corporate responsibility communications arm of DDB Worldwide, focuses on enhancing brand value by creating experiences that trigger enlightenment, commitment, and ROI. An extension of DDB's long-standing Issues & Advocacy practice, DDB Brand Integrity Group is the first hybrid of its kind, providing clients with expertise in social issues, creative insights, and a proprietary process to assess and communicate corporate citizenship. DDB Brand Integrity Group has offices in Seattle, Washington, D.C., and New York.

Ideal Bite (www.idealbite.com) is the leading online source for connecting good companies to appreciative consumers by sending out free eco-living tips to an opt-in database each weekday, via e-mail. Ideal Bite launched in the U.S. in June 2005, and has since introduced the concept of "light green living" to tens of thousands of daily readers. The founders are regularly featured as experts on eco-lifestyles in outlets such as The Martha Stewart Show, The New York Times and Vanity Fair.

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DDB BIG

DDB BIG

DDB Brand Integrity Group (DDB BIG), the corporate responsibility arm of DDB Worldwide, focuses on enhancing brand valuation by creating experiences that trigger enlightenment, commitment, and ROI. An extension of DDB's long-standing Issues & Advocacy practice, DDB BIG is the first hybrid of its kind, providing clients with expertise in social issues and proprietary corporate responsibility insights, and the global reach, resources and creativity of a global communications entity. The group is fully integrated with advertising, public relations, advocacy, and online expertise. DDB BIG has offices in Seattle, Washington D.C. and New York. Our team members come from a myriad of disciplines. Government. Advertising. Public policy. Law. Heath care. Public Relations. Education. You'll see this diversity reflected in the vast range of solutions we provide. But what truly separates us from other agencies are the ways we go about igniting dialogue; simply put, our ideas are superlative.

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