Corporate conundrum


Okay … Here’s a no-good-deed-goes-unpunished for you:

American companies seem to be shaking off their recession hangover and increasing charitable donations again. From 2009 to 2011, 60% of corporations increased their giving (so sayeth the 2012 Edition of “Giving By Numbers,” a survey from the Committee Encouraging Corporate Philanthropy, that includes 62 of the FORTUNE 100). Yay!

And yet, 67% of American consumers believe that “Most companies only make claims about their socially responsible efforts to try to sell me more of their products” (that’s from our 2012 US MONITOR study). Ouch.

Consumers can smell inauthenticity from across the mall. But if the very way a company conducts its social responsibility efforts is aligned with its business model, then doing good is also good business. And that makes sense to consumers.

The Futures Company is taking new steps to help clients identify that balance through our partnership with Clarity Group, a consulting practice with deep roots on the nonprofit side of the CSR equation (read about it!).






Leave your response

* Copy This Password *

* Type Or Paste Password Here *

  • FutureProof

    Our quarterly FutureProof newsletter provides you with informative think pieces and thought-provoking news and views from The Futures Company employees and offices around the world.


  • Trend & Tonic

    A heartbreaking story of toast

    23 July 2014

    Post author: Dain Clare

    Trouble Coffee and Coconut Club is ground zero for a fresh artisanal fad: designer toast. T ...

  • Futures Blog

    Value and values at Tesco

    23 July 2014

    The sudden departure of Philip Clarke, Chief Executive of Britain’s largest supermarket, Tesco, after three years in ...

  • Twitter