publication date: Oct 4, 2011
Whether it's accountability in cause marketing and community
investment or beliefs about corporate social responsibility, Canadians have
higher expectations than their US and UK counterparts according to a September
report from marketing communications agency JWT
. And they're only slightly less demanding of charities.
The survey examines several trends in "social good," or the
drive to be responsible citizens and effect positive change.
The end of goodwashing
Today's consumers expect greater accountability from
nonprofits as well as brands involved in cause marketing. They want to know
exactly where the money is going and what impact it's having. More transparency
will mean more focus on bringing about real change and less "goodwashing," the
The rise of shared value
More corporations are starting to shift their business
models, integrating social issues into their core strategies. The aim is to
create shared value, a concept that reflects the growing belief that generating
a profit and achieving social progress are not mutually exclusive goals.
Creative urban renewal
As the global population becomes more urbanized and cities
boom, brands are becoming key partners in enabling creative strategies for
urban renewal - improving local environments, adding beauty or helping to bring
Stealing from the for-profit
Nonprofit organizations are increasingly adopting for-profit
tactics, fusing social consciousness with business acumen and focusing on
achieving visible change.
The report also outlines things to watch in the social good sphere,
including new incentives for online engagement and innovations in donation
channels. It highlights a number of standout case studies from around the
What Canadians think
People are cynical about where their donations
go: 88% of American, British and Canadian adults said they are "sometimes
suspicious about how much of the money I donate actually goes to people in
need, as opposed to management and administrative costs." Britons (91%) were
more apt to say that than Canadians (87%) and Americans (85%).
Consumers believe corporations should do more
good: nine in ten respondents felt that "Companies need to do more good, not
just less bad." More Canadians (95%) felt this way than Britons (91%) and
Brands have a responsibility toward local
communities: 84% of adults across all three markets agreed with the statement,
"Brands and large corporations have a responsibility to improve the local
communities in which they do business." Those in Canada (87%) and the UK (87%)
agreed with this more than respondents in the US (77%).
available on JWTIntelligence.com
For more information, Kim Finn, VP and managing director,
Ethos JWT, Kim.Finn@jwt.com, 416-832-0372.