The organizations polled 1,001 consumers ages 18 and over for the Corporate Citizenship Study. Respondents were asked about their perceptions of 69 brands; 23 of the brands were ranked on The CRO Magazine's 100 Best Corporate Citizens 2009.
While 75% of respondents were willing to pay more for products from socially responsible companies, only 13% of survey respondents named the same company – Wal-Mart, which did not appear on The CRO's list – while 22% responded that no company came to mind, and 58% named one among 187 brands. The top ranked company by The CRO is Bristol Meyers-Squibb.
“There is a definite disconnect between companies' corporate social responsibility initiatives and the public's perception and awareness of them,” said Scott Siff, EVP of Penn, Schoen & Berland, in a statement.More than 70% also said they're unaware of any socially responsible practices from their own employer.
The Corporate Citizenship Study was conducted online between March 25 and March 27.