NEW YORK: Americans are increasingly looking to businesses to provide opportunities to spur social responsibility, according to a new survey by advocacy marketing consultant Tiller.
The Tiller Social Action survey found 73% of respondents believe businesses should create incentives for staff to participate in community or social-service programs. Sixty percent also feel businesses should develop socially responsible business practices or products.
"We think there's a tremendous opportunity for [US] business to step forward," said Rob Densen, founder and CEO of Tiller. "We believe that there's every indication that consumers will reward companies that engage them."
Densen adds that the survey indicates a new definition for CSR: consumer social responsibility.
"Consumers want to advance the collective good... but they need encouragement, information, and support, and they're not getting it," Densen said.
The online survey by Mathew Greenwald & Associates queried 1,039 people over the age of 21.