Green is Universal Reports Green Consumersim and Brand Loyalty Are On the Rise.

27 04 2011

A new report from Green Is Universal reports that 78% of consumers believing more than ever that buying green is a way to shop with their values and ethics (up 9 points vs. two years ago).  The poll also reveals that an overwhelming majority of consumers feel they have a personal responsibility to take care of the earth (93%), and believe that if we don’t do so, there will be negative consequences for future generations (91%).  Nine out of 10 consumers say companies have a social responsibility to protect the environment.

Sixty-eight percent (68%) of consumers say it’s worth paying more for a green product or service if it is a brand they trust (an increase of 8 points vs. 2 years ago).”These findings underscore that consumers are increasingly shopping with their values, particularly when it comes to the environment,” said Beth Colleton, Vice President, Green is Universal. “This is an enormous opportunity for marketers to communicate their brand’s commitment to green, as a way to build both loyalty and returns for their business.”

Not only do consumers hold themselves accountable when it comes to protecting the earth, but they believe companies should be held to the same standard. and three-quarters (77%) say they have a more favorable impression of companies that promote environmental causes. Putting their money where their mouth is, findings show substantially more consumers who say they have boycotted a company/product in the past year, because it had policies and practices that were not environmentally responsible (27%) (up 8 points from 2009).

Additional highlights from a related but separate Green is Universal poll on re-use, “From Trash To Treasure,” include the following:

  • 62% say they are making a conscious effort to purchase products made by environmentally responsible companies
  • 68% say they are paying more attention to whether products are made from recycled materials
  • 84% appreciate companies who make it easier for them to recycle
  • 78% appreciate companies who make using recycled materials a priority because it provides them with an easy way to help the environment
  • 57% say they are likely to encourage others to buy products that are made from recycled materials
Reposted from Sustainable Life Media.




Mainstream Green: Moving Sustainability from Niche to Normal

21 04 2011

Ogilvy Earth issues an important report on moving sustainability for niche to normal.

The report has some interesting insights into how marketers are creating more confusion and causing more harm than good in terms of getting people to adopt sustainable products into their everyday lifestyles.  To quote Oglivy Earth:

Topline: We’ve been getting the message all wrong

Our research shows that when it comes to motivating the American Mainstream, marketers, governments, and NGOs have been approaching messaging and marketing around sustainability all wrong. Indeed much of what we’ve been doing has actually been cementing the Green Gap by making green behavior too difficult and costly from a practical, financial, and social standpoint.

The study found that 82% of Americans have good green intentions but only 16% are dedicated to fulfilling these intentions, putting 66% firmly in what we’re calling the Middle Green.

Other highlights from the report.

  •  82% of our respondents said going green is “more feminine than masculine.” No wonder then that men clustered to the left, less- green side of our continuum while the greener, right side was dominated by women.
  • 80% of Americans would rather cure cancer than fix the environment.
  • 73% percent of Americans opted for the known, mainstream brand. A legacy of inferior performance prevents consumers from taking the leap to an unknown, eco brand.
Kudos to Ogilvy Earth for helping us better understand the barriers we need to overcome to move green to the mainstream.

Read the executive summary here.





Sensible advice from VW Canada.

19 04 2011




Brilliant Work: The Sustainability & Branding Survey

7 04 2011

“If you are striving to be more sustainable, your actions need to demonstrate that in everything you do,

which means new ways of thinking about branding.”

Kudos to the Sustainable Branding Collaborative for their new research report surveying innovators and early adopters in the sustainable business environment.  Some of the key interesting findings that stand out of the work include:

  • 63% say brand and 59% say sustainability is of primary importance to their organizations success.
  • 73% say sustainability investments yield positive returns.
  • 47% advise firms that are branding more sustainable products to “walk their talk”.

You can download a summary of their survey here.

The Sustainability & Branding Survey






Edelman Report: 90% of UK Consumers believe brands should support society as well as business.

27 03 2011

Recent research from Edelman Worldwide shows that two thirds of UK consumers think brands spend too much on advertising and should invest more in social causes and promoting them through their advertising.

Nine out of 10 consumers believe that brands need to place at least the same weight on society’s interests as those of business and do more than just give money to good causes.

The report claims that more than 50% of consumers say “purpose” is more important than design, innovation or brand loyalty as a purchase trigger, when quality and price are the same.

Nearly two-thirds of UK consumers say that they will buy and recommend products and services from companies that support a good cause.

Carol Cone, managing director of brand & corporate citizenship at Edelman, says: “Cause related-marketing, as we know it, is dead. It is no longer enough to slap a ribbon on a product. Consumers seek deeper involvement in social issues and expect brands and companies to provide various means of engagement. We call this the rise of the ’citizen consumer’.”

Key findings from the report

  • 60% believe brands should promote good causes through their advertising to help raise public awareness.
  • 58% believe brands spend too much advertising or marketing and they should put more money into some good cause or social purpose.
  • 54% believe brands should share a portion of their advertising space with organisations that support good causes.
  • 57% feel that it is no longer enough for companies to simply give money away to good causes; they need to integrate them into their day-to-day business.
  • 56% have more trust in a brand that is ethically and socially responsible.




Cone Research: The Green Gap Persists.

25 03 2011

In its third Green Gap Study, Cone research continues to document the confusion that reigns over environmental messages in the marketplace.

Consumers Seeking Clarity

A majority of consumers are distrustful of companies’ environmental claims (57%) and are overwhelmed by the amount of environmental messages in the marketplace (51%). Given this confusion, it’s understandable that consumers are somewhat wary of general claims alone:

  • 59% say it is only acceptable for marketers to use general environmental claims when they are backed up with additional detail and explanation.
  • 23% say vague environmental claims should never be used.
  • 79% want detailed information readily accessible on product packaging.
  • 75% wish companies would do a better job helping them understand the environmental terms they use.

Consumers are clearly seeking information, but fortunately, they do not expect companies to be saints. A full three-quarters (75%) say it is okay if a company is not environmentally perfect – as long as it is honest and transparent about its efforts.

At the same time, most Americans are willing to punish a company for using misleading claims. Of the 71 percent who will stop buying the product if they feel misled by an environmental claim, more than a third (37%) will go so far as to boycott the company’s products entirely, according to the 2011 Cone Green Gap Trend Tracker.

“It’s telling that three years after Cone first conducted the Green Gap survey, not much has changed,” saysJonathan YohannanCone’s senior vice president of corporate responsibility. “Consumers continue to be confused about environmental claims, often without realizing it. This creates a huge risk for consumer backlash. To overcome this gap between environmental messaging and consumer perception, companies need to provide detailed information in-line with the Federal Trade Commission’s guidelines in a place where consumers are making purchase decisions.”

Consumer Perception and Environmental Reality Not Always Aligned
As corporate marketers and regulators alike evaluate how to communicate environmental commitments and avoid greenwashing, the 2011 Cone Green Gap Trend Tracker tested which of three common marketing approaches was most influential in consumer purchase decisions. Consumers were asked to “purchase” the most environmentally responsible of three generic cleaning products based on an isolated marketing approach – a certification, a vague environmental claim or an environmental image.

  • Certification: By far the most influential purchase driver – 51 percent selected the product bearing a mock certification. What’s more telling is that more than half of respondents (51%) believed the certification meant this product was reviewed and verified by a credible third party.
  • Claim: Thirty percent of respondents chose the product with a vague “made with natural ingredients” claim.
  • Imagery: Environmental imagery was the least influential purchase driver, yet one-in-five (19%) still chose this product without any other indication it was better for the environment. Some even believed the environmental imagery indicated this product is safe for the environment (14%).

Deception Breeds Consumer Backlash
Testing the certification, claim or image on-pack indicated each drove consumer perceptions that the products themselves did not necessarily live up to. This disconnect is a significant threat for companies because consumers who feel misled by an environmental claim may punish the brand. They will:

  • Stop Buying: 71 percent will stop buying the product; 37 of these will boycott the company’s products altogether.
  • Do Nothing: Only 11 percent will continue buying the product.

“As Americans continue to consider environmental claims when shopping, companies must be transparent to build trust – or face the consequences,” says Yohannan. “Puffery and generic claims alone aren’t going to cut it. Companies will be held accountable to ensure the claims are not only accurate, but also aligned with consumer perceptions.”





Corporate Sustainability: Organization Structures, Budgets and Mastering the Art of Influence.

21 03 2011

A new study conducted by Green Research demonstrates that executives charged with sustainability yield influence far greater than their own budgets.

“Sustainability leadership is about leverage,” said David Schatsky, principal at Green Research and author of the study. “Whether it’s deploying new technology to slash power usage at a data center, or reengineering a manufacturing process to use raw materials more efficiently, sustainability executives have to make it happen through leaders of departments throughout their companies. And that means influencing and ultimately adding dollars to other departments’ budgets to achieve sustainability goals.”

Wielding influence inside their companies is the first frontier for sustainability executives. Exerting influence outside companies is the next, Schatsky says. A number of companies are discovering that factors outside their direct control, from the practices of suppliers and logistics providers to the behaviors of their customers, can have substantial environmental impacts and need to be managed if the companies are to achieve their sustainability goals. The report finds that influencing suppliers and customers will become a trend of increasing importance for sustainability executives.





What Would You Add or Delete? The social forum for the future of marketing, advertising and global good.

20 01 2011

Kudos to ADDorDELETE, the brainchild of the tribe at Haberman.  It’s a fresh yet startling conversation centered around the power of marketing and advertising to ADD to society and address social problems and challenges.

By challenging the global marketing industry to re-direct 5% of the $500 billion global ad spend to causes, social problems and people that need help, we can unleash $25 billion for global good.

Learn more at the Add or Delete website

Join the conversation on facebook

Let’s call out all those ads that we’d prefer to delete.  Those messages that attempt to entertain at the expense of others.  The ads that just create noise and empty moments.  ADDorDELETE challenges everyone to take stock – what legacy do you want to leave?  Are you ADDING?  Here’s to less self-promotion and more social improvement.





American People to Corporate America: We’d Vote You Out.

30 12 2010

In a new survey issued by StrategyOne, 82% of American’s gave a “C grade or lower” on how corporate America did in 2010, with 40% of Americans assigning Corporate America a “D” or an “F”.

The wake up call is that Americans are extremely frustrated and dissatisfied with the behavior of companies in America.  Quite literally, if the leadership of American companies were politicians, there would be a landslide election of the American people voting them out of their corner offices.

“Let’s be clear, Americans are not dreaming up some far out vision of utopia,” said said Bradley Honan, senior vice president of StrategyOne. “Instead they are being realistic that Corporate America should – and indeed must – engage in important issues of the day where they can make a demonstrably positive difference.  That means the economy and jobs for starters, but also ensuring their products are safe and not harmful to use, and that they simply conduct their day to day business activities in an honest, ethical, and transparent manner.”

Other interesting facts undercovered in the StrategyOne survey included:

  • 88% of consumers said it was extremely or very important that companies help get the economy back on track in 2011.
  • 88% said it was extremely or very important to conduct business in an ethical manner in 2011, and 87% said it was a top priority to do business in an honest and moral way.
  • 85% of consumers thought it was extremely or very important for companies in 2011 to deliver high quality products and services;
  • 84% of Americans thought companies needed to demonstrate good governance in 2011.
  • 82% said it was a top priority for companies to make fewer mistakes and errors in 2011.

Let’s hope company leaders make some serious New Year’s resolutions to improve their performance and more effectively communicate with the public to show how they are being more responsbile, sustainable and ethical.  That is the only way to reduce the “trust gap”.  And it is important for corporate leaders to recognize—once and for all—that their futures are dependent on their customers….who happen to be the American people, at the end of the day.

StrategyOne Survey Methodology:

StrategyOne conducted 1,081 online interviews among a representative sampling of Americans between December 6 and 8, 2010.





Sustainability Making Business Smarter, More Competitive and More Profitable.

16 12 2010

A new report commissioned by KPMG and The Economist Intelligence Group shows that global corporate business executives are seeing positive—and potentially surprising – business benefits from their sustainability initiatives.  More than half of those surveyed represented C-Suite executives.  This week’s report is a preview of a major research paper coming from KPMG early next year.

  • 62% of company’s now claim to have a strategy for sustainability, up from just over half in early 2008.
  • 44% of business executives believe that sustainability is and will continue to be a source of innovation.
  • 39% of executives see sustainability as a source of revenue growth.
  • 41% see sustainability as a driver for brand enhancement.

Some of the other benefits cited by executives from sustainability initiatives include happier employees, better relationships with clients and suppliers, cost reduction, access to new markets, new product and service offerings and improved investor awareness.

But once again there is a gap between reality and perception, with many companies still not effectively communicating sustainability progress to investors and other stakeholders.

And the vast majority of survey respondants claim they viewed sustainability reporting as “just PR.”

It is time for business to back up their actions with transparent and authentic communication to translate their efforts into positive external perceptions and brand reputation enhancement.  The communication challenge is to be  real, believable, trusted and for the messages to be served up in digestible, understandable and emotionally inspiring ways.  And that friends, is the essence of great branding and the huge opportunity: creating responsible brands that prosper in the new age of sustainability.

Download the KMPG Research Report Preview Here






“Activate CSR through Brands”: Coca-Cola Enterprises

13 12 2010

Congratulations to the wise mind of Joe Franses of Coca-Cola Enterprises who calls on markets to harness the power of brands to engage consumers in the sustainable brands movement.

We’ve long called on a new take for CSR – corporate social responsibility.  The problem with CSR as it is currently defined and often practiced is that it lives at the “corporate” level.  The issue with this approach is that most consumers don’t want to have relationships with corporations.  What they do have is relationships with BRANDS.  Activating social responsibility at the brand level is key to get consumers to take notice of efforts and get engaged in the movement.  By selecting socially responsible efforts that are authentic to a brand’s values, consumers are much more likely to get engaged.

Note this report from Sustainable Life Media:

While speaking at the conference, Mr. Franses also stressed that innovation will be a major driver of business sustainability moving forward – and success will depend on how well brands can engage consumers in the process. The first step in this process, he said, will be for companies like Nestle, Coca-Cola Enterprises and Unilever to work at aligning their top-down management initiatives with brand agendas around sustainability more effectively.





Cause Marketing: Let the boys play too!

19 11 2010

The first male-specific survey in the six-year history of the PRWeek/Barkley Cause Survey has produced surprising results regarding Men’s relationship with Brands that have cause marketing programs – they are influenced by cause marketing at nearly the same rate as women.

The survey polled 4,252 marketing pros and 2,365 consumers and found that:

  • 88% of men say it’s important for a brand to support a cause
  • 61% have purchased a brand because it supported a cause
  • 67% would try a brand because it supported a cause,
  • 55% would pay more for a brand that supported a cause.

While the data indicates that Men direct their dollars to brands associated with causes in high numbers, 68% of corporate marketing executives surveyed said that they had no plans to specifically target men with their efforts.

Although according to the results, there are brands that could benefit from this kind of communication. When asked what companies are not doing as much as they should to associate with causes, the three top answers were BP, Apple and Goldman Sachs.

For the full survey, visit www.barkleyus.com.






Hartman Group: Only 12% of people can identify a “sustainable” company.

15 11 2010

Proving once again that existing approaches to reporting and marketing sustainability initiatives and corporate social responsibility are failing to connect, new research from The Hartman Group demonstrates too few people are aware of sustainable products and companies.

While the research indicates at 15% increase in awareness of the term “sustainability” up to 69%, just 21% of people responding to the survey could identify a sustainable product.

“We’re seeing a broad gap in the way consumers and companies think about and approach sustainability,” said Laurie Demeritt, Hartman Group President & COO. “That very few consumers today can name a sustainable company underscores the fact that so many Corporate Social Responsibility (CSR) and sustainability activities go relatively unnoticed by consumers.”

Demeritt continues in the Hartman release:  “Above all consumers are looking for companies that are good citizens. From this perspective, we say consumers equate sustainability with the golden rule, or a reciprocal notion of fair treatment of communities, people or animals, and look through this lens when evaluating companies or thinking about which brands to use.”

More than 1,600 U.S. adult consumers participated in the online survey.





Brands: Lost Meaning.

28 10 2010

Disturbing new research shows that the vast majority of consumers WOULD NOT CARE  if two thirds of brands disappeared in the future.

Congratulations to Havas Media for their new Brand Sustainable Futures global research report on consumers’ rising expectations of business and brands.  The report issued this week shows that:

  • Only 33% of brands are considered to be meaningful to consumers worldwide.
  • Only 29% of brands are perceived to be working hard to resolve sustainability issues.
  • 80% of consumers expect businesses to act responsibly.

The data is continued support to the need for businesses to accept the criteria and realities of how they are perceived and their expected role in society.

Havas Director of Global Business Innovation Sara de Dios Lopez commented on the research by saying:

“There’s a real opportunity for companies who shift from relying only on ‘what they do’, through their corporate facts and transparency initiatives, and start building relevant brand roles and engaging initiatives that capture ‘collective will’ and spur people into action.”

Read a summary of the Havas Media Report.





Hilarious: Cheers to Yeo Valley

15 10 2010

WE LOVE THIS NEW VIDEO FROM YEO VALLEY – AN ORGANIC DAIRY IN THE UNITED KINGDOM.





Cheers to Anvil Organics: We Need To Talk

7 10 2010

Here’s a great video that Anvil Organics – a maker of eco-friendly clothing – has produced in association with their sponsorship of Farm Aid 25.  Let the earth talk to you…..





The Clock Is Ticking: 3 Amazing Minutes

1 10 2010

Once again, bless the folks at The Girl Effect for all their efforts on behalf of girls living in poverty.  Their new video is breathtaking.

Pass it along.





Get engaged with Green My Parents

30 09 2010

Green My Parents is a new campaign designed to engage teens in the movement to make their homes, lives and families more sustainable.  The movement is also encouraging kids to ask brands to support the causes they care about.

One kid proclaims “this is the moonshot of our generation, but we need your help”.

Read more about the campaign and watch another video at Sustainable Life Media and how it is focused in engaging brands and kids in a common purpose to help the planet.

Sign up for the movement at greenmyparents.com





83% of people want to see more cause marketing. New report from Cone Research.

20 09 2010

Released last week, the 2010 Cone Cause Evolution Study reports significant new evidence supporting the rise in importance of cause related marketing.  Despite overall low consumer confidence and prolonged unemployment due to the recession, the one thing consumers are confident in is their belief in brands that support worthy causes.

Higlights of the report show that:

  • 88% of people say it is acceptable for comapnies to involve a cause or issue in their marketing.
  • 85% have a more positive image of a product or company that supports a cause they care about.
  • 80% are likely to switch brands, similar in price and quality, to one that supports a cause.

The report also highlighted the powerful role of linking moms and causes in brand purchasing behavior.

Of mom’s surveyed, 95% say cause marketing is acceptable and 92% say they want to buy a product supporting a cause.

You can get a free copy of the Cone Study here.





If You’ve Got It = Spend It!

6 09 2010

In an edited excerpt of his new book Aftershock: Reshaping the World Economy After The Crises, Phillpee Legrain writes about the need to embrace new approaches capitalism and consumerism.  His point is that without consumption, there is no production, no income and no jobs.  And in plenty of markets around the world, there are millions and millions of people with unmet needs.  Responsible brands understand that they need to be serving those markets not only with sustainable products but with efforts that aid the public good.  The balance is essential for the retention and recruitment of new audiences of prosperous consumers.

“The aftermath of the crisis opens up huge opportunities to reshape the world economy for the better.  A fairer, richer, greener and more stable global economy is possible.  But to achieve it, we need to rediscover the virtues of open markets, open societies and open minds that go hand in hand with progress:  great opportunities for everyone to chase their dreams and fulfill their potentials.”

Read the article in Ode Magazine.





PR Week: PR firms fail to meet sustainability communication needs.

3 09 2010

In an article written by Chris Daniels, PR Week shares the results of a new survey by Verdantix which highlights the gap between claims and reality about public relations firms which offer sustainability communication consulting expertise.

Read the article in its entirety below.

Most PR firms fail to meet the needs of clients when it comes to sustainable communications.

That is according to a new report from Verdantix, a sustainable business analyst firm, which evaluated 18 firms that claim to offer expertise in sustainable communications.

The report found a majority of the agencies–11 of them–need to seriously improve their offerings. “It seems like some agencies claim a practice, but there’s really not much there,” says Jim Nail, principal analyst for Verdantix.

In fact, the report singled out just two firms (OgilvyEarth and Cone) as leaders in sustainable communications. Four firms were characterized as being on the verge of leadership:  Context America, Ketchum, Edelman and Cohn & Wolfe.

The evaluations are based on interviews with key agency executives, publicly available information, and off-the-record interviews with 15 clients at firms with global revenues of over $2 billion.

PR firms face numerous challenges in relation to sustainable communication—particularly around the fact sustainability is often a complex subject that requires the guidance of third-party expertise, says Nail.

“Almost every agency we talked to has some relationship with NGOs, but they aren’t systematic about bringing them in. They’ll say, ‘Oh, we’ve done some sustainability work with this client so we know what we need to know,’” he says. “I don’t think that’s  sufficient.”

That sentiment was echoed by clients interviewed for the report, who felt big PR firms lack the required knowledge. In fact, six of the 15 firms engaged specialist CSR or sustainability consultants to provide missing expertise.

One of the few firms applauded by the report for its approach on bringing in third-party experts is OgilvyEarth, which has global sustainability advisers who help the agency develop regionally-based experts.

“We rely on our advisers to keep us honest, ensure our work is up-to-date, and to create additional contacts for us, because sustainability is highly networked,” says Seth Farbman, senior partner, worldwide managing director for OgilvyEarth. “If you don’t surround yourself with people who are deeply involved in sustainability, you’ll always be playing catch-up.”

The report found that PR firms also face a lack of client awareness about their sustainable communication offerings. When clients were asked to name a firm known for their sustainability work, no firm was mentioned by more than three companies. In terms of agencies that were top of mind, OgilvyEarth, Edelman, and Cone topped the list.

“That was probably the biggest disappointment for me—that our capabilities weren’t more well-known,” says Dave Chapman, partner at Ketchum West who oversees the agency’s sustainability practice.

He says even before receiving the report, it was an issue Ketchum was addressing. “When this report was being done, we didn’t have a [Web] page that was dedicated to our sustainability point of view and capabilities, but we do now. We didn’t have an Intranet site where we put a lot more information about process for our own internal sources, but we do now,” says Chapman. “We soon hope to be nipping at the heels of Ogilvy and Cone.”

The report also gave the 18 firms poor marks in terms of demonstrating the kind of transparency around sustainability reporting they espouse to clients. “I was shocked to hear they’re not walking the talk,” says Nail.

Edelman was the first PR agency to issue its own CSR report, in 2005, but hasn’t had one since. Chris Deli, global head of CSR and sustainability practice for Edelman, says the agency has made a financial commitment to complete its second full report later  this fiscal year.

The investment into CSR reporting will help put its own policies under a microscope, as well as help inform Edelman’s client work, says Deli. “We’ll be looking not only at our social and environmental impact on a global level, but also what our individual offices are doing.”





Brands and Branding For Good.

29 08 2010

“There must be a better way to make the things we want, a way that doesn’t spoil the sky, the rain or the land.”
– Sir Paul McCartney

Coming to South Africa in October is a conference entitled Brands and Branding for Good.

Congratulations to the organizers and the roster of speakers representing a wide range of global brands including IBM, McDonald’s, Nike, and Dell for coming together to understand and demonstrate how brands can work for the public good.

Learn more about the Brands and Branding For Good Conference here





Counter-Intuitive Intelligence: Recession = Responsibility

29 08 2010

This article from Brandweek demonstrates that the recession has affected not only consumer wallets, but also brand perception. Kudos to the folks at Landor Associates, Penn Schoen Berland and Burson-Marsteller for their new consumer survey demonstrating that transparency and corporate responsibility have become far more important to consumers in a tough economy.

The survey measured consumer perceptions of corporate social responsibility practices and ranked companies that are the most responsible. It found that despite the recession, 75% of consumers believe social responsibility is important, and 55% of consumers said they would choose a product that supports a particular cause against similar products that don’t.

“[Corporate social responsibility] can be the olive branch between struggling industries and consumers in cases where consumers are experiencing the highest expectations and the biggest let downs,” said Scott Osman, global director of Landor’s citizenship branding practice, adding that the industries with brands that have performed poorly, are the ones in which responsibility is valued most.

While 38% of respondents plan to spend the same or more on products or services from socially responsible companies, more than half of consumers are unsure about the meaning of CSR. And those who do know what the term means, define it as “giving back to the local community” (20%), and as “self-regulation and accountability” (19%).

Additionally, the survey found that 70% of consumers are willing to pay a premium for products from socially responsible companies. In fact, 28% are willing to pay at least $10 more. That means companies have an opportunity to differentiate themselves if they can communicate clearly how they give back to their employees, communities, and the environment, per the survey.

When asked to name the most surprising findings, Osman pointed to the fact that nearly 50% of 18-24 and 25-34 year olds are more likely to take a pay cut to work for a socially responsible company—a much higher percentage than any other age group. However, Osman added, “a year where there seems have been so much responsibility expressed, especially in light of the earthquake in Haiti, only 11% of Americans say they’ve heard corporate CSR communications.”