Sorry for interrupting, this website uses cookies to improve your experience. We'll assume you're ok with this, but you can opt-out if you wish. Learn more
Accept & Close

Attitudes Toward Social Responsibility - US - September 2010

In the light of recent corporate scandals, global warming and the current recession, consumers are beginning to see Corporate Social Responsibility (CSR) as a necessary part of any corporate makeup. Overall consumer trust in authority is low, leading consumers to be cautious, slow to defer to authority and demanding of transparency. Despite these factors, however, consumers still want to give back. In fact, instances of charitable giving have remained stable notwithstanding the recession. Consequently, companies need to find ways to work with consumers to engage them in social responsibility and create a relationship of transparency and trust.

In this report, Mintel investigates social responsibility trends and highlights key demographics who are interested in social responsibility to increase the potential for marketing opportunities. Analysis and insights offered include:

  • The effect of age on interest in social responsibility initiatives
  • How to engage consumers by giving them a voice in CSR practices
  • The effect of the recession on consumer demand for social responsibility
  • How green initiatives correlate to other social responsibility practices
  • Why local and global initiatives both need to be pursued
  • How websites can be used to engage consumers in CSR initiatives
  • Which social responsibility initiatives consumers want to learn more about
  • How consumers want to be contacted about social responsibility initiatives
  • Which brands consumers are most interested in hearing from about their CSR practices
  • Types of socially responsible products consumers are buying (such as energy efficient or organic)
  • Who consumers feel should be responsible for the promotion of the safe use of products

What you get

What's included

Why buy from us?

Succeed

Our reports will provide you with market data, consumer research and competitive intelligence to succeed in your market.

Instant Access

Buy now and you'll have instant access to the information you need to make the right decisions.

Opportunities

Find out what's next in the markets that matter to you: where opportunities lie and what challenges you will face.

Trusted

A business Superbrand, Mintel is a source you can trust. We have been defining and refining the Market Intelligence mix since 1972.

Table of contents

  1. Scope and Themes

    • What you need to know
      • Definition
        • Data sources
          • Consumer survey data
            • Advertising creative
              • Abbreviations
                • Terms
                • Executive Summary

                  • “Made in the USA” and labor practices top CSR concerns
                    • Opportunities
                      • Consumers hold brands/corporations responsible for promoting the safe use of products
                        • Larger households and families more interested in giving back
                          • Non-intrusive communications popular, technology embraced by all
                            • Respondents more interested in giving money than giving time
                            • Insights and Opportunities

                              • Create partnerships
                                • Give consumers a voice
                                  • Sponsor employee volunteers
                                    • Invite consumers inside and create brand ambassadors
                                      • Target families by using technology
                                        • Highlight labor practices, everybody’s interested
                                          • “Made in the USA” vs. “Made on our planet”: Consider age when targeting social initiatives
                                            • Young idealists are a target audience
                                              • Provide information to upper middle-class professionals
                                              • Inspire Insights

                                                  • Trend: Decline of Deference
                                                  • Market Drivers

                                                    • Key points
                                                      • Greater demand for ethical practices due to recession/scandals
                                                        • Figure 1: Influence of negative corporate behavior on shopping decisions, January 2010
                                                      • Trust levels fall
                                                        • Knowledge is power—unless the consumer feels overpowered
                                                          • Figure 2: Non-work online activities, by gender, November 2008
                                                        • Age correlates to social action
                                                            • Figure 3: General U.S. population, by age, 2005-15
                                                            • Figure 4: HP2 market size and forecast, at current and constant prices, 2004-14
                                                          • Going green leads to interest in other socially responsible practices
                                                          • Innovation and Innovators

                                                            • Hewlett-Packard ranked number one in corporate responsibility
                                                              • Gap responds well to potential CSR disaster
                                                                • Chipotle, “Food with Integrity”
                                                                  • Avon line goes fair trade
                                                                    • Citi moves forward in aftermath of financial crisis
                                                                      • Chase Community Giving is for the people by the people
                                                                      • Marketing Strategies

                                                                        • Overview
                                                                          • Television ads
                                                                            • NBA cares
                                                                              • Figure 5: NBA “Teamwork” ad, April 2010
                                                                            • United Nations seals the deal
                                                                              • Figure 6: United Nations “Seal the Deal” ad, November 2009
                                                                            • BP commitment to oil clean-up
                                                                              • Figure 7: BP “Fred Lemond, As Long as it Takes” ad, July 2010
                                                                              • Figure 8: BP “Beyond Petroleum” ad, April 2010
                                                                            • Sierra Club gets political
                                                                              • Figure 9: Sierra Club “Clean up Your Act” ad, November 2009
                                                                            • Reaching out to consumers online
                                                                              • HP Global Citizenship
                                                                                • Pinktogether.com
                                                                                  • Pepsi Refresh Project
                                                                                    • Kraft Foods Huddle to Fight Hunger
                                                                                    • Interest in Socially Responsible Practices

                                                                                      • Key points
                                                                                        • “Made in the USA” and labor practices top the list
                                                                                          • Age affects social concerns
                                                                                            • Figure 10: Interest in types of social responsibility, by age, June 2010
                                                                                          • Woman and men see social responsibility differently
                                                                                            • Figure 11: Interest in types of social responsibility, by gender, June 2010
                                                                                          • Rural and urban consumers have different priorities
                                                                                            • Figure 12: Interest in types of social responsibility, by urbanicity, June 2010
                                                                                        • Communication Preferences about Socially Responsible Practices

                                                                                          • Key points
                                                                                            • Email and company websites favored by respondents
                                                                                              • Figure 13: Desired types of communication, June 2010
                                                                                            • Email embraced by all; younger respondents gravitate toward technology
                                                                                              • Figure 14: Desired types of communication, by age, June 2010
                                                                                            • Presence of children increases tech appeal
                                                                                              • Figure 15: Desired types of communication, by number of children in household, June 2010
                                                                                          • Interest in Socially Responsible Initiatives

                                                                                            • Key points
                                                                                              • Rewards for using your own shopping bag is most appealing initiative
                                                                                                • Younger respondents most interested in socially responsible initiatives
                                                                                                  • Figure 16: Desired initiatives in a retail environment, by age, June 2010
                                                                                                • Larger households are more willing to give back
                                                                                                  • Figure 17: Desired initiatives in a retail environment, by number of people in household, June 2010
                                                                                              • Purchase Intent Based on Socially Responsible Labeling

                                                                                                • Key points
                                                                                                  • Respondents buying local, natural, and energy efficient products
                                                                                                    • Figure 18: Factors influencing purchases, June 2010
                                                                                                  • Younger respondents gravitate towards natural and organic
                                                                                                    • Figure 19: Factors influencing purchases, by age, June 2010
                                                                                                  • Larger households more likely to buy socially conscious products
                                                                                                    • Figure 20: Factors influencing purchases, by number of people in household, June 2010
                                                                                                  • Education impacts likelihood of socially conscious purchases
                                                                                                    • Figure 21: Factors influencing purchases, by education level, June 2010
                                                                                                • Brands/Companies from Which Respondents are Interested in Receiving Information

                                                                                                  • Key points
                                                                                                    • Respondents most interested in beverage companies
                                                                                                      • Household brands/companies garner interest from women; men display interest in health brands/companies
                                                                                                        • Figure 22: Brands/companies respondents are most interested in receiving information from, by gender, June 2010
                                                                                                    • Who Bears Responsibility for Promoting Safe Product Usage?

                                                                                                      • Key points
                                                                                                        • Corporations seen as key promoters for the safe use of products
                                                                                                          • Figure 23: Which parties are responsible, June 2010
                                                                                                        • Middle-aged respondents more interested in blending responsibility
                                                                                                          • Figure 24: Which parties are responsible, brand/corporation, by age, June 2010
                                                                                                          • Figure 25: Which parties are responsible, third party, by age, June 2010
                                                                                                          • Figure 26: Which parties are responsible, both, by age, June 2010
                                                                                                      • Attitudes Towards Corporate Social Responsibility

                                                                                                        • Key points
                                                                                                          • Respondents more interested in giving money than time
                                                                                                            • Figure 27: Interest in volunteering, by age, June 2010
                                                                                                          • Buying “Made in the USA” seen as a responsible action
                                                                                                            • Figure 28: Beliefs about social responsibility, June 2010
                                                                                                          • Sense of personal responsibility grows with age
                                                                                                            • Figure 29: Beliefs about social responsibility, by age, June 2010
                                                                                                        • Higher Household Income Correlates to Enthusiasm for Social Responsibility

                                                                                                          • Key points
                                                                                                            • Interest in “going green”
                                                                                                              • Figure 30: Interest in types of social responsibility, by household income, June 2010
                                                                                                            • Information seekers
                                                                                                              • Figure 31: Desired types of communication, by household income, June 2010
                                                                                                            • More money to spend, more willing to buy
                                                                                                              • Figure 32: Factors influencing purchases, by household income, June 2010
                                                                                                          • Race and Hispanic Origin

                                                                                                            • Key points
                                                                                                              • “Made in the USA” less important among non-white respondents
                                                                                                                • Figure 33: Interest in types of social responsibility, by race/Hispanic origin, June 2010
                                                                                                              • Technology more desirable for Black, Asian, and Hispanic consumers
                                                                                                                • Figure 34: Desired types of communication, by race/Hispanic origin, June 2010
                                                                                                              • Non-white respondents find donations appealing
                                                                                                                • Figure 35: Desired initiatives in a retail environment, by race/Hispanic origin, June 2010
                                                                                                              • Asian respondents base purchases on natural and organic labeling
                                                                                                                • Figure 36: Factors influencing purchases, by race/Hispanic origin, June 2010
                                                                                                            • Cluster Analysis

                                                                                                                • Good Companies
                                                                                                                  • Characteristics
                                                                                                                    • Opportunity
                                                                                                                      • Interested Skeptics
                                                                                                                        • Characteristics
                                                                                                                          • Opportunity
                                                                                                                            • Uninteresteds
                                                                                                                              • Characteristics
                                                                                                                                • Opportunity
                                                                                                                                  • Cluster characteristics
                                                                                                                                    • Figure 37: Social responsibility clusters, June 2010
                                                                                                                                    • Figure 38: Interest in types of social responsibility, by social responsibility clusters, June 2010
                                                                                                                                    • Figure 39: Which parties are responsible, third party, by social responsibility clusters, June 2010
                                                                                                                                    • Figure 40: Which parties are responsible, brand/corporation, by social responsibility clusters, June 2010
                                                                                                                                    • Figure 41: Which parties are responsible, both brand/corporation and third party, by social responsibility clusters, June 2010
                                                                                                                                    • Figure 42: Factors influencing purchases, by social responsibility clusters, June 2010
                                                                                                                                    • Figure 43: Beliefs about social responsibility, by social responsibility clusters, June 2010
                                                                                                                                  • Cluster demographics
                                                                                                                                    • Figure 44: Social responsibility clusters, by gender, June 2010
                                                                                                                                    • Figure 45: Social responsibility clusters, by age, June 2010
                                                                                                                                    • Figure 46: Social responsibility clusters, by household income, June 2010
                                                                                                                                    • Figure 47: Social responsibility clusters, by race/Hispanic origin, June 2010
                                                                                                                                  • Cluster methodology
                                                                                                                                  • Custom Consumer Groups

                                                                                                                                    • Key points
                                                                                                                                      • Older women more likely to be interested in CSR
                                                                                                                                          • Figure 48: Interest in types of social responsibility, by gender and age, June 2010
                                                                                                                                          • Figure 49: Beliefs about social responsibility, by gender and age, June 2010
                                                                                                                                        • Older white respondents’ interests differ from other groups
                                                                                                                                          • Figure 50: Interest in types of social responsibility, by age and race, June 2010
                                                                                                                                      • Appendix: Other Consumer Tables

                                                                                                                                          • Figure 51: Interest in types of social responsibility, by education level, June 2010
                                                                                                                                          • Figure 52: Interest in types of social responsibility, by region, June 2010
                                                                                                                                          • Figure 53: Desired types of communication, by gender, June 2010
                                                                                                                                          • Figure 54: Desired types of communication, by gender and presence of children in household, June 2010
                                                                                                                                          • Figure 55: Brands/companies respondents are most interested in receiving information from, by urbanicity, June 2010
                                                                                                                                      • Appendix: Trade Associations

                                                                                                                                        Companies Covered

                                                                                                                                        • American Obesity Association
                                                                                                                                        • Avon USA
                                                                                                                                        • Bank of America Corporation
                                                                                                                                        • BP p.l.c.
                                                                                                                                        • British Broadcasting Corporation (BBC)
                                                                                                                                        • Brown-Forman
                                                                                                                                        • Burt's Bees Inc.
                                                                                                                                        • Chipotle Mexican Grill Inc.
                                                                                                                                        • Clorox Company , The
                                                                                                                                        • Coca-Cola Company (The) (USA)
                                                                                                                                        • Dean Foods Company
                                                                                                                                        • Facebook, Inc.
                                                                                                                                        • Gap (USA)
                                                                                                                                        • General Mills Inc
                                                                                                                                        • Greenpeace International
                                                                                                                                        • Hewlett-Packard Company
                                                                                                                                        • Horizon Organic
                                                                                                                                        • Johnson & Johnson
                                                                                                                                        • JPMorgan Chase & Co
                                                                                                                                        • Kraft Foods Inc. (U.S.A.)
                                                                                                                                        • Mattel Inc.
                                                                                                                                        • McDonald's U.S.A.
                                                                                                                                        • MySpace.com
                                                                                                                                        • National Basketball Association
                                                                                                                                        • Pepsi-Cola North America
                                                                                                                                        • Pfizer Inc
                                                                                                                                        • Taco Bell Corp.
                                                                                                                                        • The Cause Marketing Forum
                                                                                                                                        • The New York Times Company
                                                                                                                                        • Turner Broadcasting System, Inc.
                                                                                                                                        • Twitter, Inc.
                                                                                                                                        • U.S. Bureau of Labor Statistics
                                                                                                                                        • U.S. Bureau of the Census
                                                                                                                                        • U.S. Department of Agriculture
                                                                                                                                        • United Nations
                                                                                                                                        • Yum! Brands Inc.

                                                                                                                                        Attitudes Toward Social Responsibility - US - September 2010

                                                                                                                                        £3,174.67 (Excl.Tax)