1. 2011 CONE / ECHO GLOBAL
CR OPPORTUNITY STUDY
2011 Cone/Echo Global CR Opportunity Study I 1

2. THE CORPORATE We conducted an online survey, and we
described “corporate responsibility” to the
practices and giving their support to
address social and environmental issues.”
RESPONSIBILITY 1,000 respondents in each country broadly
as “companies changing their business
In this report, we’ll share their opinions on:
OPPORTUNITY The role of business in society – It’s to change it.
W elcome to the world of responsible
business. And we mean that in the We anticipated some
Leading issues – Focus on material issues.
Leading approaches – Maximize core business competencies.
literal sense. The unequivocal takeaway interest in responsible Impact – Socially minded consumers make the world go ‘round.
from the 2011 Cone/Echo CR Opportunity
Study, the latest in Cone Communications’
business within this Communications – Tell it how it is.
18-year chronicle of consumer expectations sample. What we got
of responsible business, is that consumers was a groundswell.
globally believe companies have an explicit
responsibility to help change the world. The desire to see companies drive social
and environmental change was clear and
Cone Communications partnered with Echo
consistent across every country we surveyed.
Research to field our most extensive study
Regardless of politics, historical context or
to date – 10,000 consumers in 10 countries,
cultural norms, consumers expect business
including the United States, Canada, Brazil,
to address social and environmental issues
the United Kingdom, Germany, France,
through their operations, their products
Russia, China, India and Japan. These are
and services and their unique expertise.
10 of the 11 largest countries in the world
by GDP, representing just over half of the The opportunity? Consumers will reward
world’s population. these efforts. This report will highlight
data and insights that speak to the specific
opportunities in each market to help
companies tailor their approaches for
greatest relevancy and impact.
2 I 2011 Cone/Echo Global CR Opportunity Study 2011 Cone/Echo Global CR Opportunity Study I 3

3. A mere six percent of consumers globally
channel economist Milton Friedman and
only hold businesses accountable for making
that businesses should do something in the
communities in which they operate. But for
81 percent of the population, the expectation
money. Thirteen percent of consumers have is much more:
a slightly higher, but still narrow belief
EXPECTATIONS Role of 6%
THE ROLE OF BUSINESS IN SOCIETY IS TO CHANGE IT business Just make money
The role of business in contemporary society is the focus of much debate these
in society: 13% Play limited role
in community
days, but as the pundits and practitioners battle it out in academic circles and
the press, consumers around the world have already come to their conclusion:
companies must reward stakeholders, not just shareholders. 31% 20%
Change the way they operate Support larger
to align with greater social issues with
and environmental needs donations & time
30% SupportAND advocatewithchange
& time
larger issues
for
donations
But don’t think that compliance alone will address social and environmental issues.
achieve such standards. Consumers expect Ninety-four percent say companies must
operational innovation for the greater good. analyze how their business practices affect
More than nine-in-10 (93%) say companies the world and evolve those practices to make
must go beyond the minimum standards the impact as positive as possible.
required by law to operate responsibly and
4 I 2011 Cone/Echo Global CR Opportunity Study 2011 Cone/Echo Global CR Opportunity Study I 5

4. T ERY
)
T
IM (NET
ISSUES
AN
AN / V
RT
RT T
PO HA
PO
IM EW
What’s important?
M
RY
FOCUS ON MATERIAL ISSUES
SO
VE
ECONOMIC DEVELOPMENT 96% 62%
Consumers recognize companies are essential to
major social and environmental change because
ENVIRONMENT 96% 69%
they have resources governments and NGOs do WATER 95% 70%
not (88%). As a result, they are asking companies HUMAN RIGHTS 94% 63%
to support a broad swath of important issues, HEALTH & DISEASE 90% 55%
everything from water to education.
EDUCATION 90% 54%
POVERTY & HUNGER 87% 48%
U ltimately, supporting these issues is table
stakes. Anywhere from 87 percent to 96
percent of consumers in all countries expect
if they had to select only one, this was the
issue companies should address. Combined
with the environment (21%), these two issues
companies to be doing something to support represent the attention of more than half of
this range of causes. However, the issue that the 10,000 respondents. Human rights comes
rises to the top and may help differentiate in a more distant third (12%).
a company is economic development. More
than a third (34%) of consumers globally said,
6 I 2011 Cone/Echo Global CR Opportunity Study 2011 Cone/Echo Global CR Opportunity Study I 7

5. The global breakdown:
The one issue consumers most
US CANADA BRAZIL UK
want companies to address: 43 36 26 38
4 20
34% 6 7 6
ECONOMIC DEVELOPMENT 7 7 8
6
9 16 8 21 11 6 19
ENVIRONMENT 21% 13 8 11 13 24 7 10 12
GERMANY FRANCE RUSSIA CHINA
HUMAN RIGHTS 12% 34 33 36 27
8 8 4 5
POVERTY & HUNGER 11% 7
14 8
19
13 10
5 19 4 38
9 5
17 11 5
EDUCATION 9% 11 16 11 13 12
INDIA JAPAN ECONOMIC DEVELOPMENT
HEALTH & DISEASE 8% 31 39 ENVIRONMENT
21 HUMAN RIGHTS
7 5
POVERTY & HUNGER
WATER 6% 6
6 EDUCATION
HEALTH & DISEASE
7
12 24 WATER
8 7
15 12
8 I 2011 Cone/Echo Global CR Opportunity Study 2011 Cone/Echo Global CR Opportunity Study I 9

6. It is not entirely surprising economic
When a company
development topped the list as people
worldwide face financial difficulties and
supports the issue
rampant unemployment. It is an issue that consumers care about
most, it is rewarded
T
strikes a chord regardless of circumstances
EN
PM
or nationality. with their trust, loyalty,
HE ION GER
LO
SE
advocacy, engagement
VE
AT UN
ER ISEA
TS
T
DE
Business – with its vast
EN
GH
UC & H
and increased sales:
D
IC
M
RI
&
financial resources and
M
ON
Y
AN
RT
TH
NO
IR
VE
AL
M
investments in jobs,
AT
O
V
HU
PO
EN
ED
EC
W
infrastructure, training, Be more likely to trust
people and communities – the company 51% 57% 56% 54% 52% 54% 49%
is a key to raise us all up. Want to purchase the
44% 51% 45% 53% 47% 45% 47%
company’s products/services
Be more loyal to the company
But that doesn’t exclude the other issues.
Companies can’t solve hunger, disease
(i.e., continue buying the 45% 51% 49% 54% 47% 48% 44%
company’s products/services)
or poverty alone, as savvy consumers
Want to engage with the
recognize, but they did not say these topics company beyond their
were unimportant. Not by a long stretch. purchases (e.g., donate their 26% 30% 29% 39% 33% 37% 24%
The finding that consumers worldwide own money or volunteer
with the company)
are prioritizing economic development Photo courtesy of Dr. Elizabeth Hausler, 2011 Lemelson-MIT (client)
Award for Sustainability winner and founder of Build Change
can provide an opportunity for companies Recommend the company
to frame their social and environmental
and its products/services 50% 55% 54% 59% 52% 54% 50%
education – are directly tied to economic
efforts in a new context, one that focuses development and may be approached in a Want to work for the company 46% 40% 47% 43% 44% 40% 35%
on the economic stability of a region. Many way that stimulates people, communities
Feel good about the company
issues – from poverty to women’s rights and and economies. operating in their communities 56% 59% 59% 62% 62% 58% 51%
Percent who strongly agree
10 I 2011 Cone/Echo Global CR Opportunity Study 2011 Cone/Echo Global CR Opportunity Study I 11

7. FOCUS FAR AWAY OR CLOSE TO HOME? Consumers want
Citizens globally may agree on what issues that affect the quality of life locally, companies to focus on
companies should address, but they are 33 percent say nationally and 30 percent issues that improve the
much more divided when it comes to where. say globally. This is also an area where quality of life:
Thirty-six percent of consumers believe geographic boundaries begin to play a
companies should prioritize support of more distinct role:
• Citizens in some of the largest
countries geographically, including
the U.S. (47%), Russia (51%), Canada
(38%) and China (49%), along with the
U.K. (44%), were most likely to believe
30% 36%
companies should support local issues; GLOBALLY LOCALLY
• Japan (49%), a small island nation
still in the aftermath of a life-altering
earthquake, was the sole nation most
likely to believe companies should focus
nationally; and,
• India (41%), the face of globalization
itself, along with Brazil (46%), Germany
(40%) and France (38%), want
companies to take a global view.
33% NATIONALLY
Photo courtesy of Dr. BP Agrawal, 2010 Lemelson-MIT (client) Award for
Sustainability winner and founder of Sustainable Innovations
12 I 2011 Cone/Echo Global CR Opportunity Study 2011 Cone/Echo Global CR Opportunity Study I 13

8. APPROACH
T ( ERY
)
T
IM NET
AN
AN / V
RT
RT T
PO HA
PO
MAXIMIZE CORE
IM EW
Companies should:
M
RY
BUSINESS COMPETENCIES
SO
VE
CHANGE THE WAY THEY OPERATE 96% 59%
Companies are fortunate to have a diverse
DEVELOP NEW PRODUCTS OR SERVICES 95% 52%
range of resources at their disposal, from
cash to expertise, that they can put to APPLY UNIQUE BUSINESS ASSETS 94% 49%
work to positively impact important RAISE AWARENESS & EDUCATE 93% 48%
issues. Once again, consumers DEVELOP PARTNERSHIPS 91% 42%
expect companies to tap into DONATE EMPLOYEE TIME/EXPERTISE 86% 34%
their full portfolios.
MAKE DONATIONS 84% 32%
W hen it comes to making a true and
lasting difference in the world,
consumers say look not outside, but within.
approach as the one they would most like
to see companies take, trumping all others.
Consumers recognize the importance of
Changing operations is the leading way philanthropy and volunteerism (often
consumers want to see companies address the only approaches they may have been
social and environmental issues. Nearly exposed to) but see that those alone are not
a third of respondents (31%) cited this the primary strategies for greatest impact.
2011 Cone/Echo Global CR Opportunity Study I 15

9. The global breakdown:
Consumers would most like
to see companies: US CANADA BRAZIL UK
29 41 39 42
CHANGE THE WAY THEY OPERATE 31% 5 20
6
4
4 6
11 8 10 8
16 15 16
APPLY UNIQUE BUSINESS ASSETS 19% 13
10
13 11
8 9 14
15
10
7 10
GERMANY FRANCE RUSSIA CHINA
DEVELOP NEW PRODUCTS OR SERVICES 16% 29 35 29 25
1
4
8 7
DEVELOP PARTNERSHIPS 11% 5
18
7
13 6
6
4
24
4
27
11
RAISE AWARENESS AND EDUCATE 11% 8
21
12
13
13 11
18
19
21
INDIA JAPAN
MAKE DONATIONS 7% 23 15 23
CHANGE THE WAY THEY OPERATE
APPLY UNIQUE BUSINESS ASSETS
19 DEVELOP NEW PRODUCTS OR SERVICES
6 6 DEVELOP PARTNERSHIPS
DONATE EMPLOYEE TIME/EXPERTISE 5% 5 7 RAISE AWARENESS AND EDUCATE
MAKE DONATIONS
15 10 DONATE EMPLOYEE TIME/EXPERTISE
21 29
12 10
16 I 2011 Cone/Echo Global CR Opportunity Study 2011 Cone/Echo Global CR Opportunity Study I 17

10. In many places, supporting social issues
If a company
means a generous donation or a day
ES
addresses an
IC
of service. But imagine the business
RV
E
SA E
AW TNE TS O S
issue in the way
AT
AT
UC SET
SE
opportunity to be had by putting business
UC
SIN PER
R
S
consumers find
ED
acumen to work instead. Companies around
O
S
ES
ND
UE HEY
IP
the world are using their core competencies most important,
AK ARE SH
DO ON SS A
OD
T
ISE E
R
E/ E EM NS
RT YE
to create solutions to the world’s challenges,
consumers will:
BU
AY
PR
NE
PE LO
IO
PL HE W
from supply chain innovations that address
EW
AT
ISE AR
EX P
IQ
RA P P
DE P N
T
poverty in markets where they operate, to
UN
GE
ED
LO
LO
TIM T
for-profit products and services that serve
NA
Y
AN
VE
VE
CH
AP
DE
the bottom of the pyramid. This study
M
demonstrates that not only are consumers
Be more likely to trust
giving companies permission to alter the the company 57% 58% 55% 56% 51% 47% 44%
social paradigm, they understand it is Want to purchase the
imperative for real change. company’s products/services 53% 52% 51% 52% 48% 43% 39%
What’s more, the key approaches consumers Be more loyal to the company
support marry well with the top issues. How (i.e., continue buying the 52% 52% 48% 49% 48% 43% 42%
company’s products/services)
better to impact economic development,
the environment and human rights Want to engage with the
than through operations, products and company beyond their
services and expertise? Consumers have a
purchases (e.g., donate their 25% 30% 27% 37% 33% 33% 28%
own money or volunteer with
keen understanding of what companies the company)
can accomplish with the resources at
Recommend the company
hand, and when companies act on the and its products/services 56% 54% 52% 54% 49% 46% 42%
approaches consumers find most critical,
those companies inspire trust, loyalty and
Want to work for the company 35% 41% 36% 41% 41% 34% 40%
consumer ambassadors for their brands. Feel good about the company
Photo courtesy of Water for People and ITT Corporation (client) operating in their communities 58% 58% 53% 56% 55% 50% 49%
Percent who strongly agree
18 I 2011 Cone/Echo Global CR Opportunity Study 2011 Cone/Echo Global CR Opportunity Study I 19

11. 5%
NOT VERY LIKELY 1% NOT AT ALL LIKELY
When price and
IMPACT quality are about
the same, 94% of
SOCIALLY MINDED
consumers are likely 53%
CONSUMERS MAKE to switch brands to VERY LIKELY
THE WORLD GO one associated with
‘ROUND a good cause: 41%
SOMEWHAT
They may be in the market for different things, LIKELY
but there’s a common denominator upon
which shoppers globally can agree: if a product
is tied to a cause, they are more likely to buy it. C onsumers across the globe want to
shop with a conscience. Most say, if
given the opportunity, they would buy a
portion of a product sale goes to a charity)
may not be prevalent in many of these
countries, supporting a “cause” is still easy
product that has an environmental benefit to do when buying local or from a company
(94%) or one that is attached to a cause with a charitable giving halo. These high
(93%). And a staggering number (76% and numbers suggest the interpretation of
65%, respectively) report they have actually “cause” is broad and infused in diverse
done just that in the past 12 months. cultures in many ways.
Why so high? A core reason is access. But don’t count the coffers quite yet. Just as
Companies in both developed and many people (93%) are prepared to boycott a
developing countries are recognizing the company for irresponsibility. More than half
competitive differentiation in not only (56%) report they already have. Companies
behaving more responsibly, but also in would be wise not to connect their brands
communicating those positive business to a cause or take their CR efforts to market
practices to consumers. Although cause unless the commitments are authentic.
marketing in the traditional sense (i.e., a
2011 Cone/Echo Global CR Opportunity Study I 21

12. Consumers want to be Consumers have rewarded
engaged. If given the and punished companies.
opportunity, In the past 12 months,
THEY WOULD: THEY HAVE:
BUY A PRODUCT WITH AN ENVIRONMENTAL BENEFIT 94% BOUGHT A PRODUCT WITH AN ENVIRONMENTAL BENEFIT 76%
BUY A PRODUCT OR SERVICE ASSOCIATED WITH A CAUSE 93% BOUGHT A PRODUCT OR SERVICE ASSOCIATED WITH A CAUSE 65%
BOYCOTT A COMPANY WITH IRRESPONSIBLE OR DECEPTIVE BUSINESS PRACTICES 93% MADE A DONATION 63%
VOICE OPINIONS DIRECTLY TO A COMPANY ABOUT ITS CR EFFORTS 82% BOYCOTTED A COMPANY UPON LEARNING IT BEHAVED IRRESPONSIBLY 56%
DONATE TO A CHARITY SUPPORTED BY A COMPANY THEY TRUST 81% TOLD FRIENDS OR FAMILY ABOUT A COMPANY’S CR EFFORTS 51%
VOLUNTEER FOR A CAUSE THAT A COMPANY THEY TRUST SUPPORTS 78% VOLUNTEERED 39%
Percent who strongly/somewhat agree
RESEARCHED A COMPANY’S BUSINESS, SOCIAL AND ENVIRONMENTAL PRACTICES 36%
GIVEN FEEDBACK DIRECTLY TO A COMPANY ABOUT ITS CR EFFORTS 32%
22 I 2011 Cone/Echo Global CR Opportunity Study 2011 Cone/Echo Global CR Opportunity Study I 23

13. T here is no doubt consumers
idealistic in their intent, but where
are
Most consumers
30%
reality falls a bit short, there is a great believe companies MINIMAL
opportunity for companies to provide the have made a
inspiration consumers need to act. Donating,
positive impact
volunteering and giving feedback are the
on social and 39%
7% NONE
areas that showed the greatest gap between
consumer desire and behavior. Evidently, environmental MODERATE
consumers want to participate; they may just issues:
need to be asked.
25%
If we measured success on awareness SIGNIFICANT
COMPANIES ARE THE AXIS
alone, corporate social and environmental
Consumers are primed to use their purchasing efforts have achieved quite a feat. NGOs
power to make a difference, perhaps and charities around the world have
because they are motivated by the positive likely benefited from the fact that nearly
impact they see from corporate efforts. three-in-five consumers (59%) credit
Ninety-three percent believe companies companies with helping to educate them
have made at least some positive impact on on important issues, and a similar number
the world. India had the highest praise (40% (56%) said they were inspired to support
say companies have had a significant positive something new. For some, the connection
impact), while France had the least (18% say is even more tangible. More than two-
companies have had no impact). thirds (68%) say a company’s efforts have
Photo courtesy of Plan International (client)
improved the quality of their own or other
people’s lives. Ninety-two percent of
respondents in China, more than any other
country, agreed.
Photo courtesy of Tharm Sook Wai for Timberland (client)
24 I 2011 Cone/Echo Global CR Opportunity Study 2011 Cone/Echo Global CR Opportunity Study I 25

14. C onsumers want to know what There also appears to be a contradictory
COMMUNICATIONS companies are doing (93%), and they
want to be heard, too (91%). Reciprocal
communication is more than an ideal; it’s
dynamic at
understanding.
play
The
between
more
trust
trusting
country’s consumers are in business, the
and
a
TELL IT HOW IT IS essential in connecting with consumers more confused they are by a company’s
amid a challenging environment of cynicism messages. These consumers are putting
It is time to hone those and confusion: great faith in the words of business, even
communications skills because though they don’t necessarily understand
• 89% of consumers globally believe
effective corporate responsibility the messages themselves. In return, they
companies share only the positive
efforts require two-way dialogue. don’t ask for perfection, simply the truth.
information about their efforts,
Nearly nine-in-10 (88%) say it’s ok if a
while withholding the negative; and,
company is not perfect, as long as it is
• 71% are confused by the messages honest about its efforts. This permission
companies use to talk about their presents an opportunity for companies to
efforts and impacts. speak candidly about tough CR issues to
build trust.
Trust is more complex. On the whole,
three-in-five (61%) consumers believe a
company is telling the truth about its social
and environmental efforts and impacts,
but this varies widely by nationality. China
is the most trusting nation (95%); France
(39%) and Russia (42%), on the other hand,
are much more incredulous.
2011 Cone/Echo Global CR Opportunity Study I 27

15. TRADITIONAL MEDIA REIGNS, BUT NEW MEDIA MATTERS, TOO
Consumers want a dialogue, but ultimately the upper echelon. In fact, 89 percent of
they still find convenience in traditional consumers expect companies to use both Most effective channels
one-way communications. On the product/ traditional and new media channels to reach for companies to reach
package (22%), media (21%) and advertising them, and most (93%) want a place to access
consumers with their
(16%) are the most effective channels to more information, such as a website or
CR messages:
reach consumers with messages about phone number. In this age of instantaneous
3%
corporate responsibility. However,
media plays an important role, too. When
new communication, a multi-pronged strategy
will be critical to provide clear information
6% MOBILE 22%
MAIL
websites (11%), social media (7%) and mobile where consumers are, while giving them an 6% PRODUCT/
PACKAGE
(3%) are combined, new media moves into opportunity to respond. IN-STORE
7%
SOCIAL MEDIA
9%
COMPANY-SPONSORED
COMMUNITY EVENTS
11% 21%
MEDIA
WEBSITE
16%
ADVERTISING
28 I 2011 Cone/Echo Global CR Opportunity Study 2011 Cone/Echo Global CR Opportunity Study I 29

16. ROLE OF BUSINESS ADVOCATE FOR CHANGE (27%)
GEOGRAPHIC FOCUS LOCAL (47%)
LEADING ISSUE ECONOMIC DEVELOPMENT (43%)
LEADING APPROACH CHANGE OPERATIONS (29%)
UNITED STATES:
PREFERRED CHANNEL ADVERTISING (PRINT, BROADCAST OR
COUNTRY ONLINE) (20%)
SNAPSHOT A
THE TRADITIONALISTS
mericans know they want business Consumers in all countries cited economic
to play a positive role in society, development as the leading issue companies
but they are divided about the approach. should address, but Americans were more
Respondents in the U.S. are closely split adamant. Forty-three percent (vs. 34%
among believing businesses should advocate globally) cite economic development as
for change (27%), support larger issues the leading issue, and Americans are also
through donations (24%), play a more more likely than most to want companies to
limited role in society (23%) and change the address local versus global issues (47% vs.
way they operate to align with bigger social 36% globally). Only 19 percent say companies
and environmental needs (20%). should prioritize support of issues that affect
the quality of life in countries around the
Despite the prevalence of CR initiatives
world (vs. 30% globally).
among U.S. brands, traditional views about
how a company can approach social and
environmental issues still linger. Americans
were the most likely of all countries to say
philanthropy (11% vs. 7% globally) was the
one approach companies should take.
2011 Cone/Echo Global CR Opportunity Study I 31

17. Ultimately, “it is not an either/or – philanthropy or responsible business practices,” DaSilva
notes. “Consumers want it all and at a competitive price.” Companies are responding to
EXPERT’S TAKE these expectations by turning their business commitments into brand opportunities. She
continues, “We are seeing new models of innovation and engagement, with new brands
“The U.S. is a country with deep roots in philanthropy and
and products being created with an eye toward giving back or protecting the environment,
volunteerism,” Cone Communications’ executive vice president
while still making a profit.”
Alison DaSilva notes. “It’s ingrained in our culture.” Today,
there are more than 1.6 million nonprofit organizations that
serve as a backbone for U.S. social services. The United States
also gave birth to the cause marketing movement in the early
1980s, which has today become a mainstream business strategy
for driving sales and building brand affinity. As a result, U.S.
businesses and consumers cling closely to these established
methods, but the paradigm has begun to shift as skeptical stakeholders want to know how
companies are operating beyond their strategic giving.
A relative lack of CR-related government regulation as compared to other countries has left
companies, consumers and NGOs to define what corporate responsibility means in the U.S.,
and extensive access to social media has helped propel this conversation. More empowered
consumers and employees, particularly older millennials, are a driving factor in this progress, as
is competition among firms who must out-invest and out-innovate one another to clearly define
what they stand for. “Today we’re seeing leading brands carefully examine their material issues
and then develop robust consumer- and employee-facing programs that address these issues OPPORTUNITY
in a compelling way,” DaSilva says. It is expected for U.S. companies to talk about their social Businesses in the U.S. need a defined CR strategy that addresses the company’s material
and environmental impacts because consumers want to know. However, with this marketing issues from an operational and philanthropic perspective. Brands must find ways to
momentum, DaSilva cautions, will also come a backlash when commitments are not authentic communicate their strategies in a way that connects with disparate stakeholders – from
or transparent. The risk of causewashing or greenwashing is higher than ever and regulation is customers to investors, prospective employees to consumers. Engagement and transparency
looming as the Federal Trade Commission and activists shine the spotlight on misleading claims. are expected and necessary to earn trust and communicate progress to this empowered
group of stakeholders. And it’s not only U.S. consumers paying close attention. All eyes
are on multinational companies, many based in the U.S., to drive CR progress in countries
around the globe.
32 I 2011 Cone/Echo Global CR Opportunity Study 2011 Cone/Echo Global CR Opportunity Study I 33

18. ROLE OF BUSINESS ADVOCATE FOR CHANGE (28%) /
CHANGE THE WAY THEY OPERATE (28%)
GEOGRAPHIC FOCUS LOCAL (38%)
LEADING ISSUE ECONOMIC DEVELOPMENT (36%)
CANADA:
LEADING APPROACH CHANGE OPERATIONS (41%)
COUNTRY PREFERRED CHANNEL MEDIA (E.G., STORIES AND INTERVIEWS
IN LOCAL NEWSPAPERS) (22%)
SNAPSHOT
THE MIDDLE GROUND I f one wanted to gauge the global
consensus on cause marketing and CR, he
product or service was the most important
approach a company could take to help solve
or she only need look to Canada. Whether it a social or environmental need (9% vs. 16%
is consumers’ opinions on the role of business globally). Yet, they were more likely than
in society or the key issues for a company to most to say a company should change its
support, the responses of Canadian citizens operations (41% vs. 31% globally).
were practically in lockstep with the global
Consumers’ personal support of causes is
mean in most areas. Even on a topic where
traditional. Many have volunteered in the past
each country tended to have a distinct
12 months (49% vs. 39% globally) or made a
perspective – the preferred geographic focus
donation (75% vs. 63% globally). And despite
for a company’s social and environmental
their agreeable stance, Canadian citizens are
efforts – Canadian citizens once again closely
not entirely affable: only 14 percent believe
mirrored the global averages.
companies have made a significant impact
This universal view makes departures on social and environmental issues (vs. 25%
from the norm even more compelling. For globally), while 41 percent say the impact has
example, Canadian respondents were the been minimal (vs. 30% globally).
least likely to believe developing a new
2011 Cone/Echo Global CR Opportunity Study I 35

19. Although it may be slow, CR progress is inevitable in Canada as companies look to manage
and minimize their impact on the environment, as nonprofits become more ardent in their
EXPERT’S TAKE interactions with business and as consumers, employees and investors make a stronger call for
responsible business.
Although more than half of Canada’s population is foreign born,
Andrea Baldwin, vice president, Membership and Advisory Services
at Canadian Business for Social Responsibility (CBSR), believes the
country’s middle-of-the-road results aren’t just a reflection of global
perspectives but rather a product of Canadian culture itself. “We’re
traditionally a middle power – not leaders but not laggards,” she
explains. “We have a practical, pragmatic, pretty conservative culture
here and that impacts CR. We want to move forward where it’s
practical, but don’t feel the need to lead for leadership’s sake.”
A cautious pace also makes sense for a country whose resource-based economy centers on the
mining, oil, gas and forestry industries. What’s more, few companies are headquartered in Canada,
and the business community is a small, tightly knit group. The insular environment makes for
measured CR progress, but this also means that “once you have influence, it cascades more quickly.”
One person truly can ignite change in the Canadian business world.
Not surprisingly, many efforts in Canada today focus on the environment (many companies are
using this as an employee recruitment strategy), and there’s also a high rate of traditional consumer-
facing cause marketing. Canadian consumers are similarly pragmatic. They want companies to
minimize their social and environmental impacts, but not in a way that will undermine the economy
or require product trade-offs. In the store, price and quality are paramount, but all things being OPPORTUNITY
equal, Canadian consumers are attracted to the product with a more positive impact. This mentality Canadians are pragmatic. They won’t pay a premium, but they will shift their activities
also helps explain the seeming contradiction in the way Canadian respondents put much more and behaviors if they don’t have to go out of their way to do so. Reach them with sensible
importance on changing company operations than on developing new products and services. “Only campaigns and clear, crisp communications that appeal to their desire to do the right thing
once companies have taken care of their own operations do we see them moving into supply chain for their communities and the environment.
or the impact of products and services,” Baldwin says. Put simply, operations come first.
36 I 2011 Cone/Echo Global CR Opportunity Study 2011 Cone/Echo Global CR Opportunity Study I 37