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Corporate Social Responsibility (CSR) and Sustainability

2013 Cone Communications/Echo Global CSR Study

Cone Communications recently released its 2013 Cone Communications/Echo Global CSR Study, looking at consumer attitudes, perceptions and behaviors around CSR.  A few snapshots from the full press release below:

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"CSR has never been more urgent – incidents of corporate negligence are tenaciously reported by mass media, but consumers all over the world are also taking to social channels to learn and engage around critical issues without constraint. Nearly two-thirds of global consumers (62%) say they use social media to address or engage with companies around CSR. Although the majority shares positive information with their networks, more than a quarter are communicating negative news:

  • 34% of consumers use social media to share positive information about companies and issues
  • 29% are using social media to learn more about specific organizations and issues
  • 26% are using social media to share negative information"

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"The benefits of CSR extend far beyond a brand halo. When companies support social or environmental issues, consumer affinity overwhelmingly upsurges:

  • 96% of global citizens will have a more positive image of that company
  • 94% will be more likely to trust that company
  • 93% will be more loyal to the company (i.e., continue buying products or services)

CSR also remains a powerful differentiator at the register, with nearly all consumers indicating a strong inclination to shop for products and services that demonstrate social and/or environmental benefits:

  • 91% of global consumers are likely to switch brands to one that supports a good cause, given similar price and quality
  • 92% would buy a product with a social and/or environmental benefit if given the opportunity, and more than two-thirds (67%) have done so in the past 12 months"

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Read the full press release here or download the full report.

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