This Week's Herman Trend Alert Purpose Emerging as Important Driver of Engagement

The Herman Trend Alert October 19, 2011 Consumers Worldwide Demand More CSR A few years ago, we first reported the results from the global Cone Cause Survey, focusing on Corporate Social Responsibility (CSR). Just last week, Cone (together with Echo Research) released a new report, the "2011 Cone/Echo Global CR Opportunity Study". Consumers are demanding a higher level of responsibility by companies in dealing with societal issues; consumers report they are already voting with their wallets and loyalty to make these demands felt. The study had a sample size of ten thousand consumers in ten major countries around the globe, including United States, Canada, Brazil, the United Kingdom, Germany, France, Russia, China, India and Japan. Among the overall key findings: a huge 81 percent of consumers said companies have a responsibility to address key social and environmental issues beyond their local communities; they want the companies to step up to the plate and do the right thing to help those in need in their communities. At the same time, even more (93 percent) of respondents believe companies must go beyond what their local laws require to operate responsibly. Likewise, 94 percent want companies to analyze and evolve their business practices to make their impact as positive as possible. However, there were important nuances by country. The bottom line: companies must customize their corporate responsibility strategies based on geography. This imperative means companies should have a broad vision to guide the core principles of engagement, then adapt them at the market level. The only caveat is that this adaptation requires an in-depth understanding of what will motivate consumers locally. "Consumers around the world want companies to be a force for good, both in the way they do business and in devoting their resources to address societal issues," said Alison DaSilva, executive vice president at Cone Communications. "Just as important, many consumers globally now report they are activists, rewarding companies who act responsibly and punishing companies who do not," she added. We have oft reported, Corporate Social Responsibility would increase in importance. As more Gen Xers and Millennials assume positions of power and influence, we can expect that trend to become increasingly strong. © Copyright 1998- by The Herman Group, Inc. -- reproduction for publication is encouraged, with the following attribution: From "The Herman Trend Alert," by Roger Herman and Joyce Gioia, Strategic Business Futurists. (800) 227-3566 or http://www.hermangroup.com. The Herman Trend Alert is a trademark of The Herman Group, Inc." WHO SENDS OUT YOUR NEWSLETTERS? We are convinced there is no better choice than ours! We have happily used DataBack Systems to deliver The Herman Trend Alert for over 10 years and. Visit their website (http://www.databack.com) or call Byron directly at 503.941.0427. You'll be glad you did. IS YOUR EMPLOYER AN EMPLOYER OF CHOICE®? Our effective, onsite seminars, workshops, and consulting can help you get there. We offer 1-, 2-, 3-hour, and full-day programs to help you communicate what it takes to become an Employer of Choice® and inspire your folks to get it done. In the future, being an Employer of Choice® will not be optional. Call Carol at 336-210-3547 to arrange a no-obligation conference call. Or order the electronic version of the Employer of Choice book on your desktop for only $17.80 @ http://hermangroup.com/store/books_all.html#2. STRUGGLING TO FIND THE PEOPLE YOU NEED? VETJOBS CAN HELP! Recently, hundreds of thousands of jobs remain unfilled due to a lack of capable people. If you are looking for qualified candidates, you need to hire a veteran using VFW-sponsored VetJobs, the largest military employment site on the Internet. Thousands of returning veterans are looking for good jobs now. Mention this ad in The Herman Trend Alert and receive a 10% discount on job postings. Call Ted Daywalt at 877-838-5627 or inquire at info@VetJobs.com. Herman Trend Alerts are produced by the Herman Group, strategic business futurists, Certified Management Consultants, authors, and professional speakers. New subscribers are welcome. There is no charge for this public service. The Herman Trend Alert is received by over 30,000 subscribers in 78 countries, in addition to other websites and printed magazines. Do you enjoy receiving this weekly e-mail update? Contact us about our co-branded Trend Alert service. Click here to sign up for the Herman Trend Alert. Subscribe or Unsubscribe to weekly Herman Trend Alert View this week's Herman Trend Alert Archived Weekly Herman Trend Alerts

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