Despite a Company’s Social/Community Priorities, Consumers Also Embrace Profitability

A study conducted by MS&L Worldwide and GfK Roper Public Affairs indicates that between 70% and 80% of global consumers understand and embrace the idea that successful companies and organizations, despite their broader social and community obligations, need to focus on maintaining profitability first and foremost. Among the findings:

•    In all six countries, consumers ranked profitability and doing things “right” as the top two values that make companies successful.
•    A large majority of Americans (84%) believe the phrase “leading company” typically refers to companies that are the most innovative when it comes to new ideas, products or services.
•    Consumers consider the manner in which a company handles a crisis or problem to be an indication of a company’s general values.

Source: MS&L Worldwide

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