2011 Cone/Echo Global CR Opportunity Study

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2011 Cone/Echo Global CR Opportunity Study

The Corporate Responsibility Opportunity

Welcome to the world of responsible business. And we mean that in the literal sense. The unequivocal takeaway from the 2011 Cone/Echo CR Opportunity Study, the latest in Cone’s 18-year chronicle of consumer expectations of responsible business, is that consumers globally believe companies have an explicit responsibility to help change the world.

Cone partnered with Echo Research to field our most extensive study to-date – 10,000 consumers in 10 countries, including the United States, Canada, Brazil, the United Kingdom, Germany, France, Russia, China, India and Japan. These are 10 of the 11 largest countries in the world by GDP, representing just over half of the world’s population. We anticipated some interest in responsible business within this sample.

What we got was a groundswell.

The desire to see companies drive social and environmental change was clear and consistent across every country we surveyed. Regardless of politics, historical context or cultural norms, consumers expect business to address social and environmental issues through their operations, their products and services and their unique expertise. The opportunity? Consumers want to support these efforts. This report will highlight data and insights that speak to the specific opportunities in each market to help companies tailor their approaches for greatest relevancy and impact.

We conducted an online survey, and we described “corporate responsibility” to the 1,000 respondents in each country broadly as “companies changing their business practices and giving their support to address social and environmental issues.”  In this report, we’ll share their opinions on:

  • The role of business in society – It’s to change it.
  • Leading issues – Focus on material issues.
  • Leading approaches – Maximize core business competencies.
  • Impact – Consumers want to know, be engaged and give credit when it’s due.
  • Communications – Tell it how it is.

FMRs from this campaign

What Apple’s EPEAT Flip-Flop Means for Green Business
Apple's latest big announcement wasn't a new iPhone launch or the thinnest laptop on the market, but it made headlines across the globe nonetheless.
Jul 23, 2012 3:30 PM ET
2011 Cone/Echo Global CR Opportunity Study Webinar
Cone Communications recently launched the 2011 Cone/Echo Global CR Opportunity Study, a groundbreaking 10-country survey, which revealed consumers around the globe are demanding a higher level of responsibility by companies in dealing with social and environmental issues.
Oct 25, 2011 1:10 PM ET
One Step Beyond - Using Business Assets to Make Change
Consumers have spoken - when it comes to making a true and lasting difference in the world, they say look not outside, but within.
Oct 24, 2011 11:40 AM ET
Americans Want Companies to Address Economic Development
Three years into the global recession, it is no surprise consumers worldwide cite economic development as the one issue they want companies to support, according to the 2011 Cone/Echo Global CR Opportunity Study.
Oct 17, 2011 12:10 PM ET
2011 Cone/Echo Global CR Opportunity Study: Cone Insights
Welcome to the world of responsible business.
Oct 11, 2011 4:08 PM ET