Table of Contents
Executive Summary
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- The consumer
- High CSR awareness, but not a deep understanding
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- Figure 1: Awareness of corporate social responsibility, October 2018
- Channel selection needs to convey a sense of formality and authority
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- Figure 2: Channels used to learn about csr, October 2018
- Greatest emphasis on the environment, but also a growing interest in a wider range of topics
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- Figure 3: CSR initiatives that will make a good impression on brands, October 2018
- Pollution-reduction, energy-saving, and packaging recycling are most wanted across industries
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- Figure 4: Effective environmental claims by category, October 2018
- Helping consumers express their CSR support
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- Figure 5: Interest in public welfare activities, October 2018
- A question of ‘how to do it’ not ‘whether to do it’
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- Figure 6: Attitudes towards CSR, October 2018
- What we think
Issues and Insights
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- Brands act as facilitators to help consumers support CSR
- The facts
- The implications
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- Figure 7: VanGo and the red nose
- Inform consumers in a straightforward way
- The facts
- The implications
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- Figure 8: Low carbon city treasure hunt
- CSR can be a key differentiator for start-ups to market themselves
- The facts
- The implications
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- Figure 9: Oatly packaging
CSR Case Studies – What You Need to Know
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- CSR starts to become part of business goals
- Hot trends in CSR
- It’s time to take a stand
What’s Trending?
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- Giving CSR clear business goals
- CEOs in the spotlight
- Rethinking plastic
- Animal welfare gets more attention
- Companies are expected to take a stand
What Works and What Doesn’t?
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- When in crisis
The Consumer – What You Need to Know
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- News is dominant channel for information about CSR
- Environment still receives the most attention
- Consumers want to get involved in philanthropic work
Awareness of CSR
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- 98% have heard about CSR but only 34% think they know it well
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- Figure 10: Awareness of corporate social responsibility, October 2018
- Consumers in early 20s lag behind others in awareness
- Type of organisation also makes a difference
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- Figure 11: Awareness of csr, by ‘I know it very well’, by selected demographic, October 2018
- High interest in knowing about CSR; foreign companies should not rest on their laurels
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- Figure 12: Attitudes towards corporate social responsibility, October 2018
Promoting CSR
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- Information channels are fragmented
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- Figure 13: Channels used to learn about csr, October 2018
- Key channels to reach consumers
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- Figure 14: Channels used to learn about csr - turf analysis, October 2018
- News channel matters more in lower tier cities
- Utilize packaging to communicate CSR
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- Figure 15: Attitudes towards ‘more raw material information on the packaging will increase my trust in the product’, October 2018
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- Figure 16: Tide ECO-BOX
Important CSR Initiatives
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- Environmental sustainability is of vital priority
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- Figure 17: CSR initiatives that will make a good impression on brands, October 2018
- Caring for employees
- More support for gender equality?
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- Figure 18: Consumers who will have a good impression on brands that support gender equality, by selected demographics, October 2018
Key Environmental Claims
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- Similar interests across categories
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- Figure 19: Effective environmental claims by category, October 2018
- Educate consumers on how to do things better
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- Figure 20: Attitudes towards environment related statements, October 2018
Interest in Public Welfare Activities
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- Only 1% of consumers have no interest in any public welfare activities
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- Figure 21: Interest in public welfare activities, October 2018
- What is the difference by age?
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- Figure 22: Interest in public welfare activities, by selected demographic, October 2018
- Consumers from tier two cities or below are more enthusiastic
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- Figure 23: Interest in public welfare activities, by selected demographic, October 2018
Attitudes towards CSR
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- Does CSR matter?
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- Figure 24: Attitudes towards CSR, October 2018
- Is there a trust issue?
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- Figure 25: Attitudes towards CSR, October 2018
Meet the Mintropolitans
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- Social media is an important channel to deliver CSR information to MinTs
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- Figure 26: Channels used to learn about csr, MinTs vs non-MinTs (as benchmark), October 2018
- Protecting environment, complying with laws, and helping the disadvantaged still not enough?
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- Figure 27: CSR initiatives that will make a good impression on brands, by consumer classification, October 2018
- Higher interest in offline activities, suggesting a need for a richer experience
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- Figure 28: interest in public welfare activities, MinTs and non-MinTs (as benchmark), October 2018
Appendix – Methodology and Abbreviations
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- Methodology
- Abbreviations
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