CSR practices now more valuable in the emerging markets

Consumer interest in CSR practices in the emerging markets is speeding ahead of the UK, new research has revealed.

Investing heavily in CSR: companies like Sainsbury's
Investing heavily in CSR: companies like Sainsbury's

Approximately 8 in 10 consumers in the emerging markets expect brands to do something to support a good cause, while only 55% of UK consumers agree.

The findings of Edelman’s 2010 GoodPurpose Study revealed that 87% of Brazilians expected brands to do something to support a good cause, compared with 85% of Mexicans and 79% of Chinese and Indians.

Although consumers in emerging markets now outrank their peers in developed economies, UK citizens do maintain a high level of interest and engagement in causes, the study claims. 

However, the study adds that consumer scepticism is rising, with over half of UK consumers feeling that brands only support good causes if it means increased brand promotion, as opposed to a genuine support of social purpose.  

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