Who Cares?
Does corporate social responsibility have any effect on brand loyalty? Corporate Social Responsibility, or CSR, is de rigueur for every brand today, but evidently most consumers don’t really care all that much. Well, maybe they do care — but just because a brand or company has a CSR policy or program doesn’t mean consumers are necessarily any more likely to buy that brand, much less feel loyalty toward it. It seems to be a given in most cases, and sometimes outright irrelevant — provided the brand isn’t doing anything overtly irresponsible.
Our survey offered up a range of brands and asked readers to indicate how social responsibility affected their level of loyalty. The choices were: favorably, unfavorably, not a factor or not a customer. We defined “social responsibility” as behavior related to the environment, consumers, employees, local communities and the world. Of the 23 brands, only eight were viewed “favorably” in terms of social responsibility by 20 percent or more of respondents. Dunkin’ Donuts scored lowest at just 3.8 percent, followed by General Motors at 9.1 percent. read >>
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