The 2021 edition of the WIN World Survey (WWS) explored perspectives on corporate social responsibility (CSR). This survey is conducted annually by the Worldwide Independent Network of Market Research (WIN International), of which Leger is a founding member. This year, CSR is a new topic!
KEY HIGHLIGHTS: WIN WORLD SURVEY ON CORPORATE SOCIAL RESPONSIBILITY
- 48% of respondents have heard of corporate social responsibility (including 62% of Canadians and 53% of Americans).
- When it comes to CSR, the greatest proportion of respondents (39%) think “most companies are not seriously doing corporate social responsibility, it is only appearance” (including 41% of Canadians and 34% of Americans).
- 70% of respondents think it is extremely or very important to be aware of the socially responsible behaviours of the companies/brands they are customers of (including 68% of Canadians and 57% of Americans).
- 62% of respondents say the socially responsible behaviours of companies/brands influences their purchase decisions very much or somewhat (including 57% of Canadians and 49% of Americans).
As noted by Vilma Scarpino, President, WIN International, “Corporate Social Responsibility is an increasingly more important subject, which however is not widely known yet: indeed, there is still a large share of the population who does not know what CSR stands for, which means that efforts in terms of communication and awareness need to be undertaken. Respondents are also skeptical about companies’ commitment to sustainable goals, which stresses ones again the need for companies to increase awareness on one hand, and trust and transparency on the other.
On the other hand, individuals not only believe that being aware of companies’ CSR commitments is important for them as consumers, but they also believe a company’s conduct directly influences their purchase decisions.”
From October 15 to December 18, 2021, over 33,000 people from 39 countries were surveyed using CAWI/CATI/F2F/TAPI online survey methods. Leger was responsible for data collection in Canada and the United States.