Just released research by Consumers Council of Canada has determined that when making buying decisions many consumers doubt corporations’ claims of exercising social responsibility.
Consumers say they are more likely to believe corporate claims around social responsibility endorsed by a recognized consumer organization. However, validating claims and labels related to social responsibility are often confusing to consumers.
The Council found credibility is enhanced by sellers that:
- Get the Basics Right
- Link Social Responsibility with Value
- Understand Significant Impacts
- Lead by Example
- Demonstrate Connectedness
- Cultivate Transparency
- Practice Humility
- Offer Layered Information
- Operate with Consistency
- Partner with Others
A national web-based survey conducted as part of this research included participation by more than 1,100 consumers across Canada.
Consumers Council of Canada received funding from Industry Canada’s Contributions Program for Non-profit Consumer and Voluntary Organizations. The views expressed in the report are not necessarily those of Industry Canada or of the Government of Canada.