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Survey Results Focus On Doing Well
(US) The results of a national survey focusing on consumers and their attitudes towards corporations and businesses investing in corporate citizenship programmes has shown that 'doing good' equates to 'doing well'.
Conducted by GolinHarris, 3,500 respondents indicated that good corporate citizenship by a company or brand would inspire them to (in rank order):
1. Be willing to try the company's products for the first time
2. Welcome the company into my community
3. Recommend the company's products and services to friends and family
4. Improve overall trust for the company, its people and products
5. Improve overall opinion of the company's reputation
'Our research shows that investing in corporate citizenship is a positive brand-building strategy, not merely a defensive brand-protection strategy,' said GolinHarris President and CEO Fred Cook. 'Progressive brands realize that corporate citizenship is more than a 'nice to have' — it's a 'must have' activity for their success.'
Other results from the survey is 12 key drivers of what determines a company's performance as a good corporate citizen and also the five most credible ways to learn about a company's corporate citizenship.
Filed by DK on June 28 2005
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