Survey: American's Definition of aResponsible Company

A national study sheds new light on previously held beliefs about corporate social responsibility. Conducted by public relations firm Fleishman-Hillard and the National Consumers League, the survey finds that Americans have a “moving scale” of corporate social responsibility (CSR) criteria that may shift over time.

Nearly half of Americans say that treating and paying employees well is the most important proof of good CSR, more so than environmental stewardship and philanthropy. The research also suggests a new generation of online activists is emerging in CSR that cuts across all socio-economic backgrounds.

76% agree that to be socially responsible, companies should place employee salary and wage increases above making charitable contributions and that a company?s treatment of its employees plays a big role in individual purchasing decisions.

“What American consumers are telling us, perhaps influenced by ongoing coverage of corporate layoffs and employee-benefit reductions, sheds new light on how we view corporate social responsibility,” says Fleishman-Hillard Chairman and CEO John Graham. “If companies want to maintain and strengthen their reputations, it will be essential for them to invest actively and visibly in their employees. It is also more important than ever to understand the online resources that Americans are using to learn about companies and their track records for corporate social responsibility.”

Average Americans feel strongly about buying products from or working for a company whose values are aligned with theirs. Survey respondents say its extremely or very important to work for (79%), buy products and services from (65%), and socialize with (72%) those who have similar values and principles.

While Americans believe that social responsibility is important, only 21% give U.S. corporations top marks for being socially responsible. When asked to rate how companies are performing compared with two to three years ago, only 30% believe that companies are doing a somewhat better or a lot better job of being socially responsible.

Another finding of the survey is that the Internet is changing the way people learn about and determine which companies are socially responsible. Almost half of the respondents (47%) say they use the Internet to learn about the extent to which a company is or is not being socially responsible. 53% believe their online research is one of the most credible means by which to shape their opinions on deciding whether U.S. companies are being socially responsible.

“This research reflects an exciting coming-of-age for consumers, as they are more empowered than ever to assess and react to corporate social responsibility issues,” says National Consumers League President Linda Golodner. Activists and consumer watchdog groups remain important opinion leaders, but rank-and-file Americans are becoming more knowledgeable than ever on socially responsible behavior, and this trend will influence businesses and increasingly benefit society.

Going online to learn and advocate for social issues appears to be increasingly a mainstream activity of the average American. 58% say that because of the increased availability of online resources and information, they (or other people like them) are more informed about companies’ records for social responsibility than they were a few years ago.

The survey also found a positive relationship between active Internet use and engagement in social responsibility. About two-fifths of those using the Internet have sent e-mails to a company about its products or services (41%) or to an elected state or federal official about an issue (38%).

Americans who frequently use online resources are also more aware of global standards that act as a seal of approval that people can use to validate a companys social responsibility commitment.