Time to regroup on getting your CSR messages out? While corporate America is taking pains to report their social and environmental practices, a growing number of individuals
still have limited awareness of companies' contributions to their communities, says a new global study among opinion elites. The study, conducted by APCO Worldwide, found that
opinion elites -- representing the top 10%of society in terms of media consumption, civic engagement and interest in public policy issues -- pay close attention to what
companies and stakeholders say about CSR, but are not hearing enough. A total of 419 opinion elites from 10 countries in the U.S., Europe and Asia-Pacific took part in the study
earlier this year.
"Despite companies' attempts to behave responsibly, there is still considerably cynicism among elites surrounding CSR progress," said Margery Kraus, president-CEO, APCO
Worldwide. Indeed, some of the study's findings suggest that messages about CSR efforts aren't getting through:
- Two out of three respondents consider direct CSR communication credible, but nine out of 10 agreed such communication is "much more credible" when verified by a third-
party such as a NGO or local government - 72% of opinion elites have purchased a company's products and services and 61% have recommended the company to others in response to positive CSR information
- Media ranked as one of the most important tools for driving positive change in a company's CSR practice
Source: APCO Worldwide