Public attitudes to corporate responsibility - and its influence on their decision making

1. Public attitudes to corporate responsibility - and its influence on their decision making 19 March 2009 Rose Wray-Brown, Ipsos MORI

2. Strange Times?

3. The crunch hits consumers Signs of increasing pressure and insecurity feeding through to the public, particularly in concern for the future Some signs of increasing action too � in financial planning and saving Represents break point after years of relative economic certainty & security But coupled with desire to believe things haven�t changed all that much � attitudes to consumption still broadly holding up

4. One in four of workers are VERY worried

5. Concern about environment peaked in 2007

6. Expectations in a downturn Expectations in a downturn are high � half of all adults think that it is MORE important that a company shows a high degree of responsibility in difficult economic times.Expectations in a downturn are high � half of all adults think that it is MORE important that a company shows a high degree of responsibility in difficult economic times.

7. The need for a new basis of trust

8. Purchase behaviour With all that in mind, we will now look at what this means for expectations on companies. With all that in mind, we will now look at what this means for expectations on companies.

9. Importance of social responsibility to purchase

10. Importance of responsibility to purchase

11. Two in five purchase 5+ ethical products We define �ethical purchasers� as those who buy 5 or more types of ethical products/services. You can see that free-range eggs and fair trade products are now bought by the vast majority of consumers, and one in 12 is buying holidays from responsible tour operators. We define �ethical purchasers� as those who buy 5 or more types of ethical products/services. You can see that free-range eggs and fair trade products are now bought by the vast majority of consumers, and one in 12 is buying holidays from responsible tour operators.

12. Level of ethical purchasing gradually rising This level of ethical purchasing has indeed been gradually rising over the last few years. This level of ethical purchasing has indeed been gradually rising over the last few years.

13. Rising Purchase of free-range, fair trade, organics Growth in organics is the exception, however. Growth in organics is the exception, however.

14. Some are prepared to pay more Some people are prepared to pay more � around two thirds in fact. This figure may not be so high if we were to ask this question of the public now, but it demonstrates the importance placed on products which meet consumers� high expectations and the affect on purchasing. Some people are prepared to pay more � around two thirds in fact. This figure may not be so high if we were to ask this question of the public now, but it demonstrates the importance placed on products which meet consumers� high expectations and the affect on purchasing.

15. A Socially Responsible Public? A minority are translating concerns into purchasing behaviour 28% have bought because of an established link to a charitable organisation (cause marketing) 20% buy products because of company�s ethical reputation, and 14% have advised others to do so 17% actively boycott products, and 18% have advised others to do so Environmental activities undertaken in last year: 77% have sent items to be recycled 55% have taken action to be more energy efficient at home 28% have cut down use of cars for environmental reasons 22% have used the Freecycle network (either receiving or disposing items) 9% have bought environmentally-friendly financial products 6% have used a clothes swap scheme or party 5% have offset carbon emissions from flights 2% have bought hybrid cars To summarise some of the findings on purchasing behaviour��To summarise some of the findings on purchasing behaviour��

16. Communications

17. Only a third can name an active company

18. Consumers think retailers still have work to do

19. Supply chains under pressure

20. Local/ National/ International Priorities (2005)

21. Actions not words

22. Attention paid to responsibility: Other audiences

23. The disconnect Stakeholders think business is great at

24. Employee views

25. Responsibility very important to employees

27. Higher advocacy from employees positive on CR

28. Employees are credible information channel

29. SME views SMEs reflect the views of the wider public and business community too. SMEs reflect the views of the wider public and business community too.

30. They see demand for climate-friendly productsThey see demand for climate-friendly products

31. Climate-friendly products seen as opportunity

32. Most impressive business person