Mori steps up CSR reports to reflect public concerns

Mori is upping the frequency of its studies into consumer attitudes to CSR to reflect firms’ increasing engagement with public concerns.

The CSR Study, an annual summer affair for the past 13 years, will now be published twice a year. The first winter study is due out next March.

Mori head of CSR research Jenny Dawkins said the study ‘could well go quarterly’ from next year.

The studies are shaped and commissioned by a number of multinational clients. While company-specific findings are kept confidential, findings about more general attitudes are made public.

Dawkins said: ‘Half the population thinks that firms don’t listen and respond to their social and environmental concerns – despite the fact that more than eight in ten say a company’s social responsibility is important when making purchasing decisions. The need for firms to understand the impact of their CSR activities has never been greater.’

Meanwhile, on the issue of cause-related marketing (CRM), Business in the Community has unveiled research showing 82 per cent of consumers have been involved in a CRM programme in the past year, rising to 96 per cent of households with children. Leading charities to benefit from such programmes have been Breakthrough Breast Cancer, Cancer Research UK, Childline and the NSPCC.

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