Consumers want to reward companies for their positive societal influences, according to the 2013 Cone Communications/Echo Global CSR Study. The vast majority of consumers around the world say that when companies engage in corporate social responsibility (CSR), they have a more positive image of the company (95%), are more likely to trust the company (94%), and would be more loyal to the company (93%). And given comparable price and quality, 91% of respondents said they would switch brands to one associated with a good cause, indicating that CSR efforts can provide a competitive edge.
The study demonstrates that consumers keep companies’ CSR activities in mind when shopping: CSR is a consideration when consumers are deciding what to buy or where to shop (87%) as well as which products or services to recommend to others (85%). Read the rest at MarketingCharts.