The poll showed that consumers are worried about the economy and are skeptical of business today, and want companies to focus first on running a successful business:
- The research shows consumers' top expectations for business are that companies provide quality goods and services, provide good, stable working conditions for their employees, and operate profitably as well as responsibly.
- Consumers note that upon first impression, they are typically skeptical of business efforts to address social issues, with 31 percent feeling the efforts are a marketing ploy, and 16 percent feeling it takes a company away from its primary mission.
However, the poll showed great opportunity for business:
- Eighty-six percent of consumers and 92 percent of marketing and communications professionals believe that for-profit companies can successfully organize to address social issues.
- More than 70 percent of consumers and marketing professionals believe there are companies that are making a positive change in society through the products and services they sell today.
- When asked which key attributes for businesses and nongovernmental organizations (NGOs) consumers indicated businesses rank high in innovation, nimbleness and a focus on results, while NGOs rank highest on fairness and low cost.
- Consumers said they view business as bringing the needed resources to make a difference in society, not nonprofits or government. If they wanted to start over and make a difference in the world, 56 percent of consumers say they would want to be a business leader.
"Our study clearly shows that recent business scandals and a faltering global economy have impacted the overall reputation of business," said Melissa Waggener Zorkin, founder and CEO of Waggener Edstrom Worldwide. "But our findings also show a clear opportunity for businesses that are willing to commit to social engagement as part of their core business strategy - and to undertake meaningful stakeholder outreach to drive awareness and adoption. Social innovation isn't easy, but it is clear the returns can be great."
The poll is part of WE's ongoing efforts to promote the convergence of good business and "doing good," or Social Innovation (SI). As part of those efforts, Waggener Edstrom Worldwide has also announced the launch of a new business practice, WE Social Innovation, which brings together experienced communications experts in the areas of environment, energy, corporate responsibility, public policy, global health and development, and education to help the agency's clients address the increased need to make social issues a more central part of their operations.
Overwhelmingly, 60 percent of consumers believe that businesses are in the best position to effect positive results on social issues, as opposed to governments (14 percent). In addition, the study found that 53 percent of consumers were more likely to purchase goods and services from companies that clearly demonstrated their commitments to social responsibility.
"Our findings show that consumer opinions are changing when it comes to how businesses approach social issues," said Matt Reid, executive vice president of WE Social Innovation at Waggener Edstrom Worldwide. "This shift needs to be reflected in how companies are engaging their customers - and those who are doing so at the business strategy level, and are communicating authentically, will establish themselves as the next leaders in business and social engagement. That is and will continue to be central in the counsel we provide our clients and the outreach we drive on their behalf."
