Consumers’attitudes towards brands’ CSR
Recent research from Carat considered consumers’attitudes to brand’s corporate social responsibility efforts. Brands that support charities can see increased loyalty among existing customers and has some impact on brand switching . 61% of respondents said they felt all companies should support charitable causes.
At Business in the Community we can see a clear shift in how business engage with community, charitable and voluntary organisations. Companies are becoming far more strategic in their approach. There is a definite move away from one off engagements with charities and a move to build longer term relationships – developing structured community initiatives that tap into their core expertise or that address specific business objectives. There is a clear rise in professional skills volunteering as well as a growing impetus to use core expertise and resources to support the up skilling of the community& voluntary sector.
For more information on the research visit www.carat.ie
