“Consumers and employees across Europe reward companies which exhibit a social conscience with their trust, loyalty and their wallets” according to a detailed opinion survey in May (1).
As the table below shows, nine out of ten Western Europeans expect companies to use their resources to help solve social problems and more than eight in ten claim they are more likely to buy products from companies they know are socially minded. Likewise, nearly nine in ten employees (87%) say they feel greater loyalty towards firms which make efforts to help improve society – German employees feel strongest (at 93%) and French lowest (83%), still a high figure for a subject often perceived as the responsibility of governments.
The level of consistency across the four countries is striking – none of the above propositions resulted in a variation in support of more than ten per cent.
A more worrying consistency emerged in questioning about trust in companies. In each country, corporations came bottom of the list and charities top when the public was asked who it is most likely to believe on issues such as public health, the environment or human rights. The gap is greatest in the UK (63% to 6%) and narrowest in Germany (36% to 7%).
The survey adds yet more weight to the growing body of evidence that individuals not only have more sympathetic attitudes toward companies that strive to play their part in their communities, but are increasingly expecting companies to do so. It shows that employee morale and loyalty are open to influence through community involvement.
Good though this information is, however, it still leaves something to be desired. This poll based data on attitudes needs supplementing with hard research evidence that goes beyond what people say, to tells us what they actually do.
For more information on the survey contact Claire Moruzzi, Fleishman-Hillard, on 0171 306 9000
(1). Base: 4,030 adults selected to reflect an accurate representation of residents in each country by sex, age, head of household’s profession, urban unit and region. Number of respondents in each country: France 1,006, Germany 1,024, Italy 1,000, and the UK 1,000.
European Attitudes Towards Company Community Involvement
Proportion of respondents who strongly agree / agree
France Germany ItalyUKAll
P183%91%88%89% 88%
P278%87%83%84% 84%
P386%91%82%83% 86%
Proposition 1: In general, large companies should use some of their resources to help solve social problems such as unemployment, medical/health issues, poverty and environmental issues
Proposition 2: If a company sells its products in your country, it should contribute resources to help solve social problems in your country
Proposition 3: Knowing that a company supports and is engaged in activities that help improve society would make me more likely to purchase their product(s)
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