APCO spent 6 months asking 1,000 of what it called “hyper-aware and influential U.S. consumers” how much credence they put in corporate social responsibility.
As you might expect, 90% of those surveyed for Corporate Advocacy in Five Acts said they expect brands to be involved in addressing society’s most challenging concerns.
The question, of course, is what issues should a brand address? In short, APCO recommends finding an issue by starting with what you’re good at and known for. “You’ll build advocacy, credibility, and also reinforce your brand identity in the public mind,” it says. And 89% agreed that “companies should support social issues that are consistent with their business focus and expertise.” In other words, stay in your lane.
But note, the differences between issues CEOs should speak out about differ depending on political affiliation (see bar chart, top).
The survey also found actions speak louder than words...and money. 77% said they admire a company that “uses its business interests and expertise to address a social issue.” Just 23% said they admire a company that “donates money to a worthy charity.”
A major finding was that 94% felt a company going “above and beyond in how it treats its employees” probably does the same in other aspects of its business.
This finding relates to another major thrust of the survey: the best companies are those that are “societal shareholders.” These companies “factor society into their everyday business decisions: driving a positive impact on society will become core to what they do.”
And the best thing a company can do to be a good corporate citizen? Treat its employees well (see bar chart, bottom).
