SEATTLE, June 23 /PRNewswire/ -- A new study finds that 86 percent of consumers believe that profitable businesses can address social issues. The poll, conducted May 18"“28, 2009, among a sample of 511 consumers and 320 marketing professionals nationwide, highlights the current state of key consumer perceptions in the area of corporate social responsibility.

The joint research poll, conducted by Waggener Edstrom Worldwide (WE), a global multiservice communications agency, and RT Strategies, a bipartisan public affairs opinion research and polling organization, finds that nearly half of the consumers surveyed and over half of the marketing professionals surveyed rank the economy as their No. 1 concern. Despite growing concerns about corporate corruption, economic recession and global instability, consumers and marketing professionals believe companies can make a positive change in society through the products and services they sell.

The poll showed that consumers are worried about the economy and are skeptical of business today, and want companies to focus first on running a successful business:

• The research shows consumers’ top expectations for business are that companies provide quality goods and services, provide good, stable working conditions for their employees, and operate profitably as well as responsibly.
  
• Consumers note that upon first impression, they are typically skeptical of business efforts to address social issues, with 31 percent feeling the efforts are a marketing ploy, and 16 percent feeling it takes a company away from its primary mission.

• Eighty-six percent of consumers and 92 percent of marketing and communications professionals believe that for-profit companies can successfully organize to address social issues.
  
• More than 70 percent of consumers and marketing professionals believe there are companies that are making a positive change in society through the products and services they sell today.
  
• When asked which key attributes for businesses and nongovernmental organizations (NGOs) consumers indicated businesses rank high in innovation, nimbleness and a focus on results, while NGOs rank highest on fairness and low cost.
  
• Consumers said they view business as bringing the needed resources to make a difference in society, not nonprofits or government. If they wanted to start over and make a difference in the world, 56 percent of consumers say they would want to be a business leader.

The poll is part of WE’s ongoing efforts to promote the convergence of good business and "doing good," or Social Innovation (SI). As part of those efforts, Waggener Edstrom Worldwide has also announced the launch of a new business practice, WE Social Innovation, which brings together experienced communications experts in the areas of environment, energy, corporate responsibility, public policy, global health and development, and education to help the agency’s clients address the increased need to make social issues a more central part of their operations.

Overwhelmingly, 60 percent of consumers believe that businesses are in the best position to effect positive results on social issues, as opposed to governments (14 percent). In addition, the study found that 53 percent of consumers were more likely to purchase goods and services from companies that clearly demonstrated their commitments to social responsibility.

"Our findings show that consumer opinions are changing when it comes to how businesses approach social issues," said Matt Reid, executive vice president of WE Social Innovation at Waggener Edstrom Worldwide. "This shift needs to be reflected in how companies are engaging their customers - and those who are doing so at the business strategy level, and are communicating authentically, will establish themselves as the next leaders in business and social engagement. That is and will continue to be central in the counsel we provide our clients and the outreach we drive on their behalf."

WE Social Innovation will join the agency’s five other global practices, Consumer Marketing, Corporate Communications, Healthcare, Public Affairs and Technology, and will be headed by Reid.

About RT Strategies
RT Strategies is a bipartisan public affairs opinion research and polling organization, and sponsor of the National Omnibus Poll, and partners of the Cook Political Report/RT Strategies Poll. Our approach is methodology neutral, using the best tools available for each assignment, including: random digit dialing (RDD) telephone polls, interactive voice response (IVR) polling, on-line panel research and qualitative research. More information can be found at www.rtstrategies.com.

About Waggener Edstrom Worldwide
Waggener Edstrom Worldwide (WE) is a global, integrated communications agency. For more than 25 years, the independently owned firm has developed strategic communications programs for innovative and world-changing clients, working to influence markets, inspire people and improve lives. In 2009, WE was named one of Oregon Business’ 100 Best Companies to Work For. WE was also named European Technology Agency of the Year in 2008 and Best Large Agency to Work For by the Holmes Report in 2006. WE has earned numerous honors for its outstanding work on behalf of clients, for its exceptional people and for its innovation in communications. The agency has more than 800 employees in 16 offices around the world, and its 17 Global Alliance partners expand the agency’s reach to 30 additional international markets. WE has six global practices: Consumer Marketing, Corporate Communications, Healthcare, Public Affairs, WE Social Innovation and Technology, along with its digital strategies group, WE Studio D(TM). More information can be found at http://www.WaggenerEdstrom.com.

Waggener Edstrom, Innovation Communications and WE Studio D are either registered trademarks or trademarks of Waggener Edstrom Worldwide Inc. in the United States and/or other countries. The names of actual companies and products mentioned herein may be the trademarks of their respective owners.

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