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Attitudes towards Corporate Social Responsibility - China - January 2019

“Chinese consumers have high CSR awareness. They increasingly seek companies that are socially responsible and show interest in a wider range of responsible areas. Companies today have to grow beyond setting up charitable funds or separate projects. It is time to integrate CSR into corporate culture and set quantifiable goals to accomplish, as Besides, CSR can be utilized as a channel to interact and communicate with consumers and serve as stories behind products and companies.”

- Scarlett Zhao, Associate Analyst

This report will look at the following areas:

  • Brands act as facilitators to help consumers support CSR
  • Inform consumers in a straightforward way
  • CSR can be a key differentiator for start-ups to market themselves

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Table of contents

  1. Overview

    • What you need to know
      • Covered in this Report
      • Executive Summary

          • The consumer
            • High CSR awareness, but not a deep understanding
              • Figure 1: Awareness of corporate social responsibility, October 2018
            • Channel selection needs to convey a sense of formality and authority
              • Figure 2: Channels used to learn about csr, October 2018
            • Greatest emphasis on the environment, but also a growing interest in a wider range of topics
              • Figure 3: CSR initiatives that will make a good impression on brands, October 2018
            • Pollution-reduction, energy-saving, and packaging recycling are most wanted across industries
              • Figure 4: Effective environmental claims by category, October 2018
            • Helping consumers express their CSR support
              • Figure 5: Interest in public welfare activities, October 2018
            • A question of ‘how to do it’ not ‘whether to do it’
              • Figure 6: Attitudes towards CSR, October 2018
            • What we think
            • Issues and Insights

              • Brands act as facilitators to help consumers support CSR
                • The facts
                  • The implications
                    • Figure 7: VanGo and the red nose
                  • Inform consumers in a straightforward way
                    • The facts
                      • The implications
                        • Figure 8: Low carbon city treasure hunt
                      • CSR can be a key differentiator for start-ups to market themselves
                        • The facts
                          • The implications
                            • Figure 9: Oatly packaging
                        • CSR Case Studies – What You Need to Know

                          • CSR starts to become part of business goals
                            • Hot trends in CSR
                              • It’s time to take a stand
                              • What’s Trending?

                                • Giving CSR clear business goals
                                  • CEOs in the spotlight
                                    • Rethinking plastic
                                      • Animal welfare gets more attention
                                        • Companies are expected to take a stand
                                        • What Works and What Doesn’t?

                                          • When in crisis
                                          • The Consumer – What You Need to Know

                                            • News is dominant channel for information about CSR
                                              • Environment still receives the most attention
                                                • Consumers want to get involved in philanthropic work
                                                • Awareness of CSR

                                                  • 98% have heard about CSR but only 34% think they know it well
                                                    • Figure 10: Awareness of corporate social responsibility, October 2018
                                                  • Consumers in early 20s lag behind others in awareness
                                                    • Type of organisation also makes a difference
                                                      • Figure 11: Awareness of csr, by ‘I know it very well’, by selected demographic, October 2018
                                                    • High interest in knowing about CSR; foreign companies should not rest on their laurels
                                                      • Figure 12: Attitudes towards corporate social responsibility, October 2018
                                                  • Promoting CSR

                                                    • Information channels are fragmented
                                                      • Figure 13: Channels used to learn about csr, October 2018
                                                    • Key channels to reach consumers
                                                      • Figure 14: Channels used to learn about csr - turf analysis, October 2018
                                                    • News channel matters more in lower tier cities
                                                      • Utilize packaging to communicate CSR
                                                        • Figure 15: Attitudes towards ‘more raw material information on the packaging will increase my trust in the product’, October 2018
                                                        • Figure 16: Tide ECO-BOX
                                                    • Important CSR Initiatives

                                                      • Environmental sustainability is of vital priority
                                                        • Figure 17: CSR initiatives that will make a good impression on brands, October 2018
                                                      • Caring for employees
                                                        • More support for gender equality?
                                                          • Figure 18: Consumers who will have a good impression on brands that support gender equality, by selected demographics, October 2018
                                                      • Key Environmental Claims

                                                        • Similar interests across categories
                                                          • Figure 19: Effective environmental claims by category, October 2018
                                                        • Educate consumers on how to do things better
                                                          • Figure 20: Attitudes towards environment related statements, October 2018
                                                      • Interest in Public Welfare Activities

                                                        • Only 1% of consumers have no interest in any public welfare activities
                                                          • Figure 21: Interest in public welfare activities, October 2018
                                                        • What is the difference by age?
                                                          • Figure 22: Interest in public welfare activities, by selected demographic, October 2018
                                                        • Consumers from tier two cities or below are more enthusiastic
                                                          • Figure 23: Interest in public welfare activities, by selected demographic, October 2018
                                                      • Attitudes towards CSR

                                                        • Does CSR matter?
                                                          • Figure 24: Attitudes towards CSR, October 2018
                                                        • Is there a trust issue?
                                                          • Figure 25: Attitudes towards CSR, October 2018
                                                      • Meet the Mintropolitans

                                                        • Social media is an important channel to deliver CSR information to MinTs
                                                          • Figure 26: Channels used to learn about csr, MinTs vs non-MinTs (as benchmark), October 2018
                                                        • Protecting environment, complying with laws, and helping the disadvantaged still not enough?
                                                          • Figure 27: CSR initiatives that will make a good impression on brands, by consumer classification, October 2018
                                                        • Higher interest in offline activities, suggesting a need for a richer experience
                                                          • Figure 28: interest in public welfare activities, MinTs and non-MinTs (as benchmark), October 2018
                                                      • Appendix – Methodology and Abbreviations

                                                        • Methodology
                                                          • Abbreviations

                                                          Attitudes towards Corporate Social Responsibility - China - January 2019

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