How to tell the customers?
Trends on CSR Communication
Many companies are developing Corporate Social Responsibility initiatives. Yet engaging customers and effectively communicating the outcomes of these programs remains a challenge. What is the current situation and what are some key trends in CSR communication? What channels, content and communication instruments are the most effective? To gain insights into these questions the CSCP conducted a survey of customer-oriented CSR-communication in cooperation with the German VERBRAUCHER INITIATIVE e.V.
CSR communication now and in the future
We conducted 40 interviews on CSR communication strategies with leading multinational companies and four NGOs. The result: A detailed report on the current state of CSR communications and future needs and trends. Based on the finding that the final consumer is the most important target group for CSR communication, the report outlines the current trend toward communicating by means of dialogue and interaction between the company and its consumers.
Strategies for a target-oriented CSR-Communication
The study also explores a range of communication instruments that are being used to develop a target-oriented CSR communication strategy. The study evaluates digital and social media and point-of-sale staff in terms of their future role as communication channels. The report explores challenges that companies encounter when addressing the consumer and outlines strategies that companies can use to overcome these problems including partnerships, consumer feedback evaluation. The report provides a foundation upon which a target-oriented CSR communication strategy can be developed for the mutual benefit of companies and consumers.
From Study to CSR Guidelines
On June 28, 2012 the results of the survey were presented at the Conference on Consumer Friendly CSR Communication in Berlin. Fifty experts from diverse backgrounds, including economists, political leaders and NGOs came together to contribute toward guidelines for consumer friendly CSR communication.
Further information
Downloads
Full Report on CSR Communication (German)
Output document of the Conference on Consumer related CSR Communication (German)
For more information please contact
Nadine Pratt
Project manager
+49 (202) 459 58 10