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ETHOS - Is your organization perceived to be socially responsible?

Categories: Food for thought

Posted on 11-23-10 at 2:45 p.m.

Results from the CROP Ethos program on Canadians’ expectations regarding corporate social responsibility

Our research and experience have profoundly convinced us that being seen as proactive in matters of social and environmental/ecological responsibility has become an extremely important asset for brands and businesses in this country. In contrast, the perceived greater-or-lesser degree of that good corporate citizenship can become a major liability on the market and in public opinion.

Social responsibility is increasingly integrated into the buying criteria of Canadian consumers. Presented with two offers that are technically equivalent in the needs they target, a growing number of Canadians in the marketplace choose the socially responsible brand and avoid the less socially responsible one if possible.

In fact, since 2005, we’ve witnessed a major increase in the number of Canadian consumers who tell us that they make efforts to reward the brands they consider socially responsible and punish the ones they consider to be otherwise. More than half of Canadians now say they “reward” (52%) or “punish” (57%) brands according to their social responsibility, percentages that ranked around 40% in 2005.

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