This portion of the 2022 edition of the WIN World Survey (WWS) explored perspectives on corporate social responsibility (CSR). The WWS is conducted annually by the Worldwide Independent Network of Market Research (WIN International), of which Leger is a founding member.
KEY HIGHLIGHTS: CORPORATE SOCIAL RESPONSIBILITY (CSR) [2022 WIN WORLD SURVEY]
General knowledge about CSR: 51% of respondents have heard of CSR (including 49% of Canadians and 51% of Americans).
Efforts to embrace and promote CSR: 42% of respondents think that most companies are not doing it seriously and that it is only for appearance (including 42% of Canadians and 38% of Americans).
Influence of CSR on purchase decision: 50% of respondents say companies/brands socially responsible behaviours influence their purchase decisions (including 42% of Canadians and 45% of Americans).
As noted by Vilma Scarpino, President, WIN International, “We are learning from every edition of our WIN World Survey that people are increasingly more worried about the environment and that they want to act upon this concern, and call companies, institutions, and governments to help. However, at the same time, a wide distrust towards international actors and their role in taking care of society and the environment is increasing, leading to citizens not even considering companies’ CSR efforts in their everyday purchase decisions…..“
Read WIN’s press release about the corporate social responsibility portion of the 2022 WWS.
SURVEY METHODOLOGY
From October 9 to December 10, 2022, over 29,000 people from 36 countries were surveyed using CAWI/CATI/F2F/TAPI online survey methods. Leger was responsible for data collection in Canada and the United States.