csr market assessment - quantitative stage report

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Final Version | PUBLIC

CSR Market Assessment Quantitative Stage Report

March 2013

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Contents

Introduction _________________________

Methodology Company & Respondent profiles

Companies’ Activities on CSR ___________

Level of engagement in own company Length of time active on CSR Engagement of companies in general

CSR Initiatives in Place ________________

Specific initiatives/activities in place Number of initiatives in place UN Guiding Principles on Business & Human Rights

Child-Focused CSR Activity ____________

Level of activity on child-focused CSR Reasons for acting on children’s issues Views on child-focused CSR in future

Child-Focused CSR: Detailed measures ___

Detailed activities on child-focused CSR Inclusion of children’s issues in policies/ reporting Children’s Rights & Business Principles

Guidance for Companies _______________

Useful types of support for companies Useful channels for this support to be delivered

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Introduction

Methodology

Company profile

Respondent profile

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here Introduction and Methodology

• Following the qualitative phase of this study, 150 quantitative interviews were

conducted with medium to large companies.

• We have used a carefully constructed sample to reflect the views of companies in

a range of different industry sector categories, based on groupings of standard

industry classification codes, and to reflect the views of companies of different

sizes (excluding the smallest companies with fewer than 250 employees in the

UK). The data have not been weighted.

• We used screening to identify the most appropriate people to approach for the

interview, namely the person responsible for CSR/corporate responsibility and

similar issues in each company. Sample was sourced from leading business

directories in each country.

• Interviews were carried out by telephone in the UK.

• The fieldwork period was from 21 May – 13 July 2012 in the UK.

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• Based on the findings of the qualitative phase of this research in the UK the term

‘corporate responsibility’ was used in the questionnaire..

• Please note all figures are expressed in percentage terms. When they do not sum

exactly to 100%, this will be due to computer rounding or multiple response

answers.

• Any copy or data for publication, online or in a press release, that contains data

derived from Ipsos MORI research can be released only after approval of the

press release by Ipsos MORI and must comply with the MRS Code of Conduct. A

refusal would only be made on the grounds of inaccuracy or

misrepresentation. This is to protect our client’s reputation and integrity as much

as our own, and to prevent the release of data which could be misinterpreted, or

could appear to be inaccurately, or misleadingly, presented.

Introduction and Methodology 2

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S3. Which of the following best describes the

industry sector of your company? By that I

mean what are its main activities?

% Number

Heavy and light manufacturing,

construction 21 31

Real estate, property, business

professional and legal services 21 31

Other industries & consumer services:

Retail, wholesale, agriculture, Leisure,

hotels & food service, recreational, arts

& entertainment, sporting activities

21 31

Banking, finance, insurance 15 22

Logistics, transportation, sewage &

refuse, storage 13 20

Information, communications 7 11

Mining, Extraction, oil & gas, energy,

water 3 4

Base: UK companies (150)

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C2. Which of the following is closest to your job title/

function in the company?

%

CSR/corporate social responsibility 11

Corporate communications 11

Partner/Senior director 11

Sustainability or sustainable business 9

Corporate responsibility or responsible

business

8

Environment 7

EHS or Health & safety 7

Office manager 7

Supply chain or procurement 6

Marketing 5

Public affairs, external relations or

government affairs

3

HR 3

Legal, Compliance or Internal audit 3

Corporate ethics or Business ethics 2

Corporate citizenship 1

Community investment 1

Media relations or PR 1

Company secretary 1

Other 5

Q1. Firstly, around how much of your job, if any, is

currently concerned with the company’s corporate

responsibility?

All or almost all

More than half

Around half

Less than half

None or almost none

C3. Is your company a participant in the UN Global

Compact?

Yes

No

Base: UK companies (150)

DK

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Companies’ Activity on CSR

Level of engagement in own company

Length of time active on CSR

Engagement of companies in general

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Base: UK companies (xx)

96% in the UK

agree their company is

committed to acting on CSR

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My company is committed to

acting on corporate

responsibility

The senior managers in my

company recognise the

business benefits that corporate

responsibility can bring

Corporate responsibility is a

low priority for my company at

the moment

Total

Agree

%

96

91

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Level of engagement in own company: UK

Q2a I am now going to read out some statements relating to your company. Please tell me whether you agree, disagree or

neither agree nor disagree with each one. Base: UK companies (150)

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average for UK companies

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Well/partly established: Total 89% Services/ retail 91% Manufacturing 87% 250-999 emps 85% 1,000+ emps 92% (not significant differences)

Well-established

Partly established

In the early stages

Being planned, but yet not in action (1%)

Not something my company is concerned with (1%)

Q3 At what stage would you say your company is in including corporate responsibility issues into its day-to-day activities and decision

making? Would you say it is…? Base: UK companies (150)

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here Current stage of CSR engagement: UK

Current In 5 years time

Well- established

Partly established

In the early stages


Not something my company is concerned with (1%)

Well- established

Partly established

In the early stages


Don’t know (1%)

Q3 At what stage would you say your company is in including corporate responsibility issues into its day-to-day activities and decision making? Would you say it

is…?

Base: UK

companies

(150) Q7 In five years’ time, at what stage do you think your company will be in including corporate responsibility issues into its day-to-day activities and decision

making? Do you think it will be…?

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here Length of time active on CSR: UK

Active over 5 years: Total 64% Services/ retail 63% Manufacturing 65% 250-999 emps 54% 1,000+ emps 70% (Circles indicate significantly

higher compared to total, at 95% level of confidence)

Q6 For how long would you say your company has been active on corporate responsibility issues, if at all? Note that ‘active’ here is self

defined (since it needs to cover a wide range of levels/ types of activity). Base: UK companies (150)

Average = 10 years

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here Three-quarters

believe that business people in their

country think CSR is important

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I believe that business people

in the UK think that corporate

responsibility is important

I believe that more needs to be

done to explain the business

benefits of corporate

responsibility to business

people in the UK

Total

Agree

%

79

91

Level of Engagement – Companies in General: UK

1%

Q2b I am now going to read out some statements about companies in the UK in general. Please tell me whether you agree,

disagree or neither agree nor disagree with each one. Base: UK companies (150)

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CSR initiatives in place

Specific initiatives/activities in place

Number of initiatives in place

UN Guiding Principles on Business &

Human Rights

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87% in the UK have a CSR policy

or set of principles or values in place

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A policy or set of principles or values on corporate responsibility

Public reporting on its corporate responsibility

Environmental management certification, such as ISO 14001 or BS 8555

Published targets or quantified commitments to improve the company’s CR performance

Employee training which covers corporate responsibility

Financial incentives for employees which take into account corporate responsibility performance

A Board member/senior manager with designated responsibility for corporate responsibility

Requirements for your suppliers on corporate responsibility

Total % Has or

is planning

95%

87%

87%

86%

87%

80%

71%

32%

Q9 I am going to read out a list. For each item, please tell me if your company currently has it in place, is planning to put it in place in

the next year, or has no immediate plans on this? Or please say if the issue is not relevant to your company. Base: UK companies (150)

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Child focussed CSR activity in

Indonesia is expected to rise to

meet UK levels in the next five

years.

Two-thirds

have heard of the Human Rights

Principles

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UN Guiding Principles on Business & Human Rights:

UK

Know very

well

Know

a little

Know a fair

amount

Heard of but

know nothing

Never

heard of

Familiarity Stage in

embedding

Well-

established

Partly

established

In the early

stages

Being planned, but

yet not in action

Not something

my company is

concerned with

Don’t know

Q10 The UN Guiding Principles on Business and Human Rights were developed by UN Special Representative John Ruggie last year. Before this

interview, how familiar were you with the UN Guiding Principles on Business and Human Rights, if at all? Would you say you …?

Base: UK companies (150) Q11 At what stage would you say your company is in embedding the UN Guiding Principles on Business and Human Rights into its day-to-day

activities and decision making? Would you say it is…?

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Child-focused CSR Activity

Level of activity on child-focused CSR

Reasons for acting on children’s issues

Views on child-focused CSR in future

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63% say their company is

very/fairly active on its

responsibilities to children

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Not at all

active

Don’t know

How Active is Company on Children’s Issues? UK

Very active

Fairly

active

Not very

active

Currently In 5 Years’ Time

Not at all

active

Don’t know

Very

active

Fairly active

Not very

active

Q14 Overall, how active, if at all, would you say your company is on these issues around responsibilities to children? Would you say it is…?

Base: UK

companies (150) Q21 In five years’ time, overall how active do you think your company will be on its responsibilities to children, if at all? Do you think it will be…?

Very/fairly active: Total 63%

Very/fairly active: Total 70%

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Q12 Different companies tend to focus on different issues which are relevant to their business. How far, if at all, are your company’s

CSR/corporate responsibility activities focused on the issues of children’s rights and children’s welfare? Would you say this is…?

Base: UK companies that are

active on CSR (150)

(no significant differences)

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do the right thing and reflect

company values

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It is the right thing to

do/reflects company’s

spirit/ethos/values

(40%)

Want to give

something back

to local commun-

ity/ those less

fortunate

(16%)

To support

health /

wellbeing/

nutrition

(13%)

“Our ethos has been to encourage

families to get out into the great

outdoors and also to be a good

employer; i.e. caring for its

employees and recognising their

own family commitments.”

Q17 Why does your company take action on its responsibilities to children, or why is it planning to do so? What was it that encouraged

your company to start acting on these issues? Base: UK companies (150)

Part of supplier policy/

refuse to work with

companies who use

child labour

(7%)

“We are interested in helping future

generations into employment after we leave

the area. In other words to ensure we leave

a positive legacy.”

“It forms part of our corporate

responsibilities strategy. It's part and

parcel of being a responsible company.”

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73% in the UK

believe that more needs

to be done to assist

companies to act on

their responsibilities

. to children

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Total

Agree

%

67

73

65

I believe that over the next 5 years

the issues around company

responsibilities to children will

become more important to

companies in the UK

I believe that more needs to be

done to assist companies in the

UK to act on their responsibilities

to children

My company is committed

to acting on its impacts on

children’s rights

Q22 I am now going to read out some statements. Please tell me whether you agree, disagree, or neither agree nor disagree with each

one. Base: UK companies (150)

1%

1%

3%

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Child-focused CSR:

Detailed measures in place

Detailed activities on child-focused CSR

Inclusion of children’s issues in policies/

reporting

Children’s Rights & Business Principles

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CSR activities are less likely to be in the

marketplace than workplace

or community/environment

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Products not

harmful to children (47%)

Products with social benefits

(36%)

Advertising

appropriate for children (41%)

Unsuitable products not sold to children

(37%)

Children’s rights when acquiring or using land

(38%)

Environmental impacts

(91%)

Emergency relief efforts (54%)

Other social programmes

benefiting communities (79%)

Educational programmes

aimed at children (82%)

Young people develop

skills (89%)

Working conditions for

parents (95%)

Child labour

(47%)

Acting on this

Q13 Now I am going to read out a list of issues. For each issue, please tell me if your company is currently acting on it, is planning to start

acting on it in the next year, or has no immediate plans to act on this? Or please say if the issue is not relevant to your company. Base: UK companies (150)

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Emergency relief efforts

(54%) (2%) (13%)

Other social programmes benefiting communities

(79%) (5%) (5%)

Products with social benefits

(36%) (2%) (54%)

Advertising appropriate for children (41%) (0%) (56%)

Unsuitable products not sold to children (37%) (0%) (61%)

Children’s rights when acquiring or using land

(38%) (1%) (53%)

Environmental impacts

(91%) (5%) (1%)

Educational programmes

aimed at children (82%) (2%) (5%)

Young people develop skills (89%) (3%) (5%)

Working conditions for

parents (95%) (2%) (2%)

Child labour

(47%) (3%) (41%)

Planning to act in next year

Detailed Activities on Child-Focused CSR: UK

Acting on this

100% Not relevant to my company

Products not

harmful to children (47%) (0%) (50%)

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Any Community

& Environment

Community &

Environment 3+

Services

Manufacturing

250-999 emps

1000+emps



Community & environment 3+ Workplace 2+ Marketplace 3 +

(Circles indicate significantly higher compared to total, at 95% level of confidence)

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here Inclusion of Children’s Issues in Policies/Reporting: UK

Total including 47% Services/ retail 48% Manufacturing 45% 250-999 emps 43% 1,000+ emps 50% (no significant differences)

Total including 43% Services/ retail 44% Manufacturing 40% 250-999 emps 37% 1,000+ emps 46% (no significant differences)

Reporting Policy

Q18 You said your company already has or is planning a policy or set of principles or values setting out its approach to corporate responsibility. Does or will

this specifically include the company’s responsibilities to children? Base: UK companies (150)

* Figures re-based on the full sample

Q19 You said your company already has or is planning public reporting on its corporate responsibility behaviour. Does or will this specifically include the

company’s responsibilities to children? Would you say …?

30% say no children’s issues are relevant for their company

25% say no children’s issues are relevant for their company

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Measures of the inputs made, e.g. Budget

spent/Money invested, amount of staff time

spent on activities, or other inputs

Measures of the outputs/impacts for the beneficiaries or for society as a whole, such as the number

of people benefiting, or evaluation of the impacts on individuals or

for society

Measures of the outputs/impacts for the company, such as the

return on investment, or evaluation of the impacts on

employee motivation/ retention

Q20 Does your company collect any of the following measures to evaluate its activities on corporate responsibility in general, or its

activities related to responsibilities to children? So, firstly…? Base: UK companies (150)

Inputs Impacts for society Impacts for company

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Familiarity

Know a little

about them

Know a fair amount

about them

Know them

very well

Heard of them, but know

nothing about them

Never

heard

of them

Usefulness

Don’t know

Very

useful

Fairly

useful

Not very

useful

Don’t

know

Q27 The Children’s Rights and Business Principles were launched in March 2012, having been developed by UNICEF, the United Nations Global Compact

and Save the Children. Before this interview, how familiar were you with the Children’s Rights and Business Principles, if at all? Would you say you …?

Base: UK

companies (150) Q28 How useful do you think the Children’s Rights and Business Principles will be, if at all, in encouraging companies in the UK/Indonesia to take action on

their responsibilities to children? Would you say they will be…?.

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Guidance for Companies

Useful types of support for companies

Useful channels for this support to be

delivered

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Best practice examples of what other

companies are doing (89%)

Advice for companies in different sectors on

their likely impacts on children (84%)

Signposting to other organisations providing

support and information (82%)

Updates giving a summary of the latest

research and other developments (81%)

Advice for companies on particular issues,

e.g. responsible marketing, child labour (76%)

Guidance on including indicators on

responsibilities to children in reporting (75%)

Summary of the business case for action on

responsibilities to children (75%)

Awareness raising on particularly challenging

issues e.g. root causes of child labour (69%)

75% 25%

Q23 Do you think each of the following types of support would be useful or not for companies like yours to help them take more action on

their responsibilities to children? Base: UK companies (xx)

50%

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Advice via professional bodies and trade

associations (77%)

Authoritative articles in business press

(75%)

Short guides, brochures or publications on

particular thematic or sectoral issues (73%)

Interactive online tools to assess your

company’s impact on children’s rights (72%)

Training provided in the workplace

(56%)

Full workbook giving a comprehensive

overview (55%)

Conferences, seminars or networking events

(55%)

Open days or site visits to best practice

companies (53%)

Q24 Do you think each of the following would be useful ways for your company to receive this guidance, or not) Base: UK companies (150)

75% 25%

50%

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Unicef’s Role

Familiarity with UNICEF

UNICEF’s role on child-focused CSR

Recommendations for UNICEF

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Nine in ten

think it appropriate

for UNICEF to give

companies guidance

on child-focused CSR

(93% in the UK)

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Know a little

about it

Know a fair amount about it

Know it very well

Heard of it, but know nothing

about it

Very appropriate

Fairly appropriate

Not very appropriate

Don’t know

Familiarity Is it appropriate to give

companies guidance?

Q25 Thinking now about UNICEF, how well do you feel you know UNICEF, if at all? Would you say you …? Base: UK companies (150)

Q26 How appropriate do you think it is, if at all, for UNICEF to give companies guidance on acting on their

responsibilities to children? Would you say it is …? Base: UK companies that have heard of UNICEF (150)

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Q29 I am now going to read out some statements. Please tell me whether you agree, disagree, or neither agree nor disagree with each

one. . Base: UK companies (150)

Total

Agree

%

93

97

78

UNICEF has an important role to

play in raising awareness among

companies of the importance of

acting on their responsibilities to

children

UNICEF needs to make sure it

collaborates effectively with the UK

Government on companies’

responsibilities to children

Voluntary principles are a good way

of encouraging companies to take

action on their responsibilities to

children

3%

1%

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