Quick Study: Companies May Be Wasting Millions on CSR Initiatives; Reaching ‘Ungettables’: Best Place Is At the Gas Pump


â–¶ Public Questions CSR Motives of Top Companies: Many of the world’s 100 most reputable companies have little to show for the millions of dollars they spend on Corporate Social Responsibility initiatives, according to the Reputation Institute’s 2012 CSR RepTrak 100 Study. The study says 60% of the 47,000 respondents across the 15 markets were unsure if companies are good corporate citizens that support good causes and protect the environment; 4% said they believe that companies could absolutely not be trusted. The study confirms that companies that make reputation management and CSR a driving force in their business strategy realize results. For example, a five-point increase in a CSR rating would result in a 9.1% rise in the number of people who would definitely recommend a company. Other findings include:   • Microsoft has the best reputation for CSR in the world according to the study, followed by Google, The Walt Disney Co., BMW, Apple, Daimler, VW, SONY, LEGO and Colgate-Palmolive • 54% of respondents agree that Microsoft is a responsibly run company earning it the top spot for Governance • Only 6% perceive the Top 100 companies as good corporate citizens • 17% definitely trust what companies promise in their advertising and marketing communications • 18% trust what companies say in official reports Source: Reputation Institute â–¶ To Reach “Ungettables,” Put Your Pedal to the Medal: The “Ungettables”—drivers 18 to 54 who are otherwise disconnected from traditional media and who live largely online—can reliably be reached at the gas pump, says new research from Outcast Media, which operates a gas station video network. This audience drives more than 8,000 miles each year (17% more miles a year than the average person who is doing “everyday” errands). Ungettables live in the top 25 designated market areas (DMAs), resist TV commercials, bypass online ads, shop through smartphones, get news from late-night shows and websites and fuel up at least once a week (per Nielsen Media Research). Findings on this group include:   • Of the Ungettables, 38% work more than the average consumer and 17% exercise more than the general population • 4% are more likely than most to watch online video and stream content from their smartphones • 44% browse the Internet, 33% check email, 31% text and 33% use social media while watching TV, numbers that are significantly higher than the general population   • Ungettables are more app-friendly, with an average of 22+ apps on their smartphones—58% more than the general population • 54% of Ungettables are likely to cord-cut cable • 56% are more likely to make purchases off their smartphones PRN Source: Outcast Media

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