How To Cash In On Corporate Social Responsibility

Most nonprofit managers are keen to the new awareness on the part of consumers regarding corporate social responsibility (CSR), although not every organization is positioned to benefit from it.

A study and report conducted by Cone Communications and Echo Research, the “2013 Cone Communications/Echo Global CSR Study,” offers several findings about consumer views and expectations regarding corporate responsibility. The new findings can be compared to findings uncovered in a 2011 study and capitalized upon from nonprofits.

For example, the study shows:

  • Economic development: 38 percent of those surveyed consider investing in communities through people, job creation and infrastructure to be the issue they want companies to address. This came in as the top priority. In 2011, this was also the first priority, at 34 percent.
  • Environment: 19 percent wanted to see preservation and protection of natural resources. This was 21 percent in 2011.
  • Poverty and hunger: 11 percent wanted to see financial assistance, food and housing for people in great need, in both 2013 and 2011.
  • Human rights: 11 percent wanted companies to help ensure the rights of workers, children, women and others facing injustice. This was 12 percent in 2013.
  • Education: 9 percent favored ensuring equal access to quality education, the same as in 2011.
  • Health and disease: 8 percent wanted companies to help prevent disease and ensuring proper child and maternal health, the same as in 2011.
  • Water. 4 percent mentioned preserving and providing access to clean water. This was 6 percent in 2011.