Corporate social responsibility (CSR) messaging that focuses on the personal/individual benefits of a product or service has a greater impact on consumers than messages based around broader social issues, according to a global survey released earlier this month by communications and engagement firm Weber Shandwick. Highlights include:
- Good for Me: The personal/individual benefits of a brand, product or service are a prime consideration driving consumers' purchasing decisions. Nearly half (47%) of consumers say they frequently discuss how healthy or good a company's products/services are for them, and 46% say they increasingly buy from companies that "make them feel good" and "care about their wellbeing" (43%).
- Good for All: Around a third of consumers say they frequently discuss brands' roles in larger social issues (34%), what companies do to protect/positively impact the environment (34%), how companies treat their employees (33%), and what companies do to support good causes/charities (31%). Three in 10 (30%) say they increasingly buy from companies that have a social purpose or strive to make a positive contribution to the world.
- Millennial Mindset: Millennial consumers (aged 23 to 36) responded in larger numbers to both "good for me" and "good for all" issues, but like the total sample, tip the scale in favour of "good for me".
For more on how CSR has evolved from a badge of honour for companies to a basic consumer expectation, see Doing Good.