Data from MORI’s latest survey of MPs shows that seven out of every eight would like to see industry and commerce play a greater role in the community, including 94% of government MPs.
Since the election, the case for industry initiative is stronger than ever. Labour MPs – who now make up two-thirds of the total – are also much more likely than Conservatives to agree that industry and commerce do not pay enough attention to their social responsibilities: Labour 83%, Conservative 27%.
MPs endorse companies’ involvement in the community and want to see more communication of these activities: 54% of Labour MPs want mandatory inclusion in annual reports, with a further 34% wanting it to be included voluntarily.
This latest MORI survey confirms previous findings that Labour MPs are more likely to judge companies by ‘soft’ factors such as employee relations, environmental records, and CCI activity.
When asked where companies should focus their efforts, seven in ten (including almost all new Labour MPs) feel that helping unemployed 16-24 year olds should have priority. Supporting educational activities, regeneration, and providing creche and childcare activities are also important, all mentioned by around half.
Other MORI data published in Community Affairs Briefing (October and December 1996) have also shown that companies need to focus their efforts in areas which are appropriate to their sector; community activities must be relevant.
The different ways companies can support the community are seen to provide different benefits: for example, long-term sponsorship is seen by MPs as beneficial to all groups concerned, charities, society and the community, and the company itself. But sponsorship of particular causes is seen to be of particular advantage to the company.
A similar story applies to cause-related marketing: companies themselves are seen as the main beneficiary, with few MPs seeing the benefits to society and the community. Companies with significant investment in event sponsorship or CRM should be aware that MPs are somewhat cynical about these types of involvement. On the other hand, cash donations are seen as most beneficial to charities.
The medium of community involvement has as much impact as its nature.
Stephen Welch is associate director of MORI. For more details on the findings or the next survey, please contact Stephen Welch or Charlotte Hines on 0171 928 5955.
Technical note: as part of its six-monthly survey of MPs, MORI interviewed a representative sample of 173 MPs, face-to-face, between 19 June and 1 September 1997 (response rate = 56%). Results have been weighted to reflect the composition of the House.
COMMENTS