corporate social responsibility sample extract

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Corporate Social Responsibility in Food & Grocery 2014

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Contents

Summary 5

Key Findings and Executive Summary 6

Introduction 8 What is Corporate Social Responsibility (CSR) 9 Importance of CSR 10 CSR in Practice 11 Government Policy 12 Definitions (CSR) 13 CSR and Brand Loyalty 14 Ethical Initiatives 15

CSR initiatives 16 Overall Awareness of CSR Initiatives 17 Community Initiative 18 Initiatives that had the Most Positive Impact from a Shopper Perspective

28

Brand Image 29 Important Factors 30 Paying More for Ethically Sourced Products 31 Food Labelling 32

Methodology 33


Summary


If CSR changes shoppers perceptions of a brand

The FMCG brands that are deemed to have a good/poor CSR reputation

If shoppers are willing to pay more for ethically sourced products

If CSR really affects a shoppers’ purchasing decisions

If shoppers are familiar with ethically sourced logos (e.g. Fair-trade)

The importance for brands to support local communities

The importance for a brand to have a CSR policy from a shoppers’ perspective

The impact of corporate sponsorship from a shoppers’ perspective

CSR

This report will tell you:

Key Findings


link with

and

were the most well known initiatives

with 58% and 45% of shoppers

knowing of them respectively

Health initiatives have the most impact on Brand Image

The Fairtrade logo is the most recognisable logo found on Food and grocery products with 81% recognising it. 51% of shoppers would pay more for a product if it was Fairtrade

50% of shoppers saw Asda in a more

positive light after hearing about heir initiative to donate money to victims of flooding. This was the highest change in attitude of all of the initiatives mentioned.

community

initiative

Government Policy


High on the list of the UK Government’s priorities is to achieve sustainable and balanced economic growth across the UK, as well as building a stronger, fairer society. The government see responsible business as being central to this and how they can stimulate and support action by business to increase their positive impact on society and the environment and reduce their negative effects, whilst enabling growth within business, is key.

CSR is the voluntary action businesses take over and above legal requirements to manage and enhance economic, environmental and societal impacts. It is about being a responsible business and as a part of an integrated and strategic approach creates shared value for business and society. The exact approach varies and is influenced by factors such as business size, sector and locality.

Overall Awareness of CSR Initiatives


We presented respondents with 10 CSR initiatives - two each of community, health, environment, sponsorship and charity. We asked them if they were aware of the initiative, and to rate the organisation involved in either of the following ways:

Positive

Neutral

Negative

The 10 CSR initiatives are individually detailed on the following pages…

Community Initiative


Do they think more positively of Asda?

71% 26% 3%

48% 49% 3%

community

initiative

Asda recently donated £400,000 to communities impacted by the flooding in

the South West of England

Awareness of this initiative:

10%

Of those that were aware of the initiative

Of those that were not aware of the initiative

Paying More for Ethically Sourced Products


of shoppers would pay more for Fairtrade

of shoppers would pay the

same for Fairtrade

31%

of shoppers would pay less

for Fairtrade

18% 51%

We were interested to know what percentage of shoppers would pay more for ethically sourced products. We presented the respondents with the following scenario…

Thinking broadly, if the standard price for bananas was 70p per kilo, would you be willing to pay more/less/same if the farmer got a better deal?

Methodology


Secondary and desk research

Preliminary quantitative survey

Main quantitative survey

Insights

• Evolution carries out a preliminary survey of around 100 shoppers, to test questions for the main survey.

• Detailed secondary and desk research is conducted to define the topic area, macro drivers and trends, scope and examples of within the research topic.

• Initial insights gained are used to help further design the main survey.

• A main survey is completed by at least 1,000 UK adults who are the primary household shopper for food & grocery.

• Comprehensive and detailed assessment of all the data received was then used to discover insights.

• Throughout this process, primary research was supported by secondary research drawing on Evolution’s proprietary databases, national statistics, news and industry resources.

Methodology

Evolution’s methodology


Contact us

Evolution Insights Ltd

Round Foundry Media Centre

Foundry Street Leeds

LS11 5QP

Telephone: 0113 394 4671

e-mail: [email protected]

Web: http://www.evolution-insights.com

Company No. 07006001 Country of Incorporation: United Kingdom
