Abstract:

Companies are investing in it, consumers demanding it, pundits applauding it . . . but what does Corporate Social Responsibility (CSR) really mean: to consumers as opposed to shareholders? Does it encompass fair pay to women? Reducing the carbon footprint? Purchasing inputs locally? Donating to charitable causes? Treating business partners fairly? How much do consumers really care? Even though Corporate Social Responsibility has existed for decades within some corporations, the answers are relevant to businesses across product categories to avoid wrath and create competitive advantage in a world becoming more transparent. If consumers care about CSR, then companies need to have ways to address their social responsibility. This presentation outlines some key consumer driven issues from original fieldwork conducted in the US, UK and Germany in partnership with Nestle and Research Now.