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