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!).