Research shows that two-thirds of consumers say they would have a more positive impression of businesses that give back to society.
A new YouGov Omnibus study has found that 87 per cent of Australians think businesses have a responsibility to do social good, suggesting that corporate social responsibility (CSR) remains an important consideration for Australian brands.
“The latest YouGov Omnibus research shows a considerable proportion of consumers give weight to a brand’s ethics when making purchasing decisions and would be more likely to both consider and recommend a brand that gives even a small amount to charity,” says Jake Gammon, head of Omnibus.
Indeed, nearly six in 10 Australians surveyed believe business should be doing more to help charities as a whole.
Further, 58 per cent of Aussies believe businesses have a responsibility to ensure their supply chain does not harm the environment, however, only four in 10 business owners and senior management agree with this.
“A majority of consumers believe that businesses have a responsibility to ensure that they have ethical supply chains, suggesting consumers expect ever more from brands.
“In order to get ahead, brands now have to go beyond simply proving that their given product is a cut above the rest; smart businesses looking to distinguish themselves need to work hard to showcase their values as well.”
By Marion Gerritsen
