Consumer Sentiment About Community Involvement By Brands, January 2013 [CHART]

Chart - Consumer Sentiment About Community Involvement By Brands

61% of online consumers from 31 countries around the world agree that they would like their favorite brands or companies to play a bigger role in their local community, suggesting that consumers are looking for businesses to be more integrated into societal interests, according to survey results from Havas Worldwide. Across the survey sample, 64% of 18-34-year-olds, 61% of 35-54-year-olds, and 51% of the 55+ group would like to see a stronger commitment from brands to their local communities.

The study divides the more than 10,000 respondents into prosumers (leading-edge consumers who are an indicator of what the mainstream will soon be doing and thinking) and mainstream consumers (79% of the sample), finding that 76% of the former and 57% of the latter would like to see an increased role in the community for brands. Read the rest at MarketingCharts.