TAKING A STAND
Brands, Social Good & Consumer ExpectationsCSR Initiatives Increasingly Incorporated
into Business Strategy
20%
81%
20112015
% S&P 500 PUBLISHING CSR REPORT
Source: Governance & Accountability Institute, Inc. Flash Report
https://globenewswire/news-release/2016/03/15/819994/0/en/FLASH-REPORT-81-of-the-S-P-500-Index-Companies-Published-Corporate-Sustainability-Reports-in-2015.html3
Authenticity and Value Alignment Matter
Brands tend to support causes that are popular
regardless of whether they are making an
authentic commitment to that cause.
AGREE
57%
I need to believe in a
brands' values in order
to talk positively about
them on social media.
AGREE
48%RESOURCES
SUSTAINABILITY
ETHICS
CSR
RESPONSIBILITY
SINCERITY
LONG TERM
Source: YouGov Omnibus January 10-11, 2017 among 1,081 members of the U.S. General Population
To what extent do you agree with the following statements
Brands tend to support causes that are popular regardless of whether they are making an authentic commitment to that cause.
I need to believe in a brands' values in order to talk positively about them on social media.% Increased
Support for Cause
Current Climate Creating Strong Advocates for Variety of
Causes
Source: YouGov Omnibus February 5 –6, 2017 among 1,078 members of the U.S. General Population
Over the past 3 months, how has your level of support for social causes changed, if at all
You mentioned you have increased your level of support for social causes over the past 3 months.Which causes in particular have received more of your support (n=355)
SUPPORT FOR CAUSE IN PAST 3 MONTHS
51%
43%
41%
40%
38%
36%
33%
27%
24%
22%
IMMIGRATION
WOMEN'S RIGHTS
DIVERSITY AND INCLUSION
EDUCATION
ENVIRONMENT
HEALTH
ANIMALS
CHILDREN
HOMELESSNESS
BULLYING
Top 10 shown
Among those with increased
support for social causes
SPECIFIC CAUSES SUPPORTED5
Events & Messages Viewed Through Different Lens
63%
37%
No,
I don't
think it had
a political
message
Yes,
I think it
had a
political
message
LADY GAGA’S HALFTIME SHOW
AUTOMOTIVE SUPER BOWL ADS
% THINK HAD POLITICAL MESSAGE
AUDIFORDKIA
18%10%10%
HYUNDAIHONDA
9%7%
PRESENCE OF POLITICAL STATEMENT
*Among those who saw it
Source: YouGov Omnibus February 5 –6, 2017 among 1078 members of the U.S. General Population
Did you think Lady Gaga’s Super Bowl half-time show had a political message
Of the automotive ads that aired during the Super Bowl, which of the following, if any, had a political statement。。。以上简介无排版格式，详细内容请下载查看