Source: Cone Communications / Ebiquity [pdf]
Notes: How should companies communicate information about social and environmental programs and products? For consumers, communication on the product itself or its package/label is the top choice, cited by 19% as the most effective channel. Beyond that media stories (15%) and advertising (14%) are considered effective communication vehicles, although both have declined from years past. By contrast, more consumers this year (13%) identify social media as the most effective communication channel for information about CSR programs and products.
About the Data: Cone Communications partnered with Ebiquity to field its third comprehensive survey of global attitudes, perceptions and behaviors around CSR. They conducted an online survey of 9,709 consumers in nine of the largest countries in the world by GDP, including the United States, Canada, Brazil, the United Kingdom, Germany, France, China, India and Japan. They broadly described “corporate social responsibility” to respondents in each country as “companies changing their business practices and giving their support to help address the social and environmental issues the world faces today.”