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Doing Well By Doing Good
(US)Golin Harris has released its third Doing Well by Doing Good 2005 report. Although focussed on the US market the content is very interesting as it discusses not only a rise in corporate citizenship for many brands / companies but also the rise in expectations of the public.
'What we will see in the coming years is a growing sophistication of this discipline and strategy as it continues to evolve from 'nice-to-do' to 'must-do'.'
The report also outlines the top corporate citizenship drivers, customers concerns (by gender, ethnicity and age) plus an interesting table of the top 10 brands (couldn't believe MacDonalds were in there?).
I'm sure those nice people at Golin Harris won't mind but we just had to take a sceengrab of this table (see opposite: click to enlarge)—it illustrates how corporate citizenship influences consumer opinions / behaviour—something similar we are currently researching through our Phatgnat Online Youth Survey.
Go and download the report now and ask yourself how important / integrated is being a good corporate citizen in your brands / companies strategy? Now ask, can you afford it not to be?
Filed by DK on September 13 2005
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