Strategic Vision Limited

Consumers Say Companies Should Do More to Solve World Problems

85% of consumers expect companies to become actively involved in solving social and environmental challenges and 72% of consumers does not think that companies are working hard enough to solve these issues.

• 44% say they'd punish irresponsible companies
• 51% of consumers say they'd reward responsible companies by choosing to buy their products
• 53% say they'd pay a 10% premium for a product produced in a responsible way

All three figures are up substantially from last year.

So doing good in the world can in addition to give the company a better image also give the company more loyal and happier customers who might be willing to pay a slightly higher price for a product produced in a more responsible way.

However, "only 20% trust companies when they communicate about their social/environmental commitments and initiatives" so 'doing good in the world' and addressing these issues needs to be more than a PR-exercise.

Source: Meaningful Brands—Havas Media launches global results

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