Only 2 Italians out of 10 know the CSR well, but many would like to be informed about brand social responsibility behaviors. Here are the BVA Doxa data.
CSR, or Corporate Social Responsibility, is little known to Italians: only 20% actually know what it is. This is what emerges from a BVA Doxa survey aimed at measuring the level of knowledge and the value attributed to the CSR policies of companies and institutions. Furthermore, a certain degree of skepticism emerges from the results of the BVA Doxa survey: among those who know it, 47% believe that CSR activities “are façade operations and not concrete”. Despite this context of limited knowledge and enhancement of specific CSR activities, in general, the interest for information on the social responsibility conduct of companies and institutions is high: 33% of Italians consider it “very important” to be made aware of the brand social responsibility conduct of which is a customer. The percentage rises to 84% among those who consider this information “quite important”. “The picture outlined by the BVA Doxa research shows the disenchanted attitude Italians have towards the CSR”, says Simone Pizzoglio, Head of Finance & Utilities of BVA Doxa, that carried out the research. “The results that have emerged should not be interpreted as a total lack of interest, but rather as a lack of knowledge in the subject and in the impact that the CSR will have on our society in the years to come.” And he continues: «CSR is becoming an unavoidable choice for companies and institutions, as well as an essential reputational element able, on the one hand, to determine the success of brands and products and, on the other, to promote the active role of companies in the improvement of the whole society».
THE WINNING RECIPE – But there is a way to overcome skepticism. Pizzoglio resumes: «We need to implement linear strategies and goals and concretize them with tangible and consistent actions. In this process, communication plays a fundamental role: the initiatives must be “told” rather than “celebrated”. We need reliable data on what has been done, how, why and with what results». The potential areas of intervention are numerous: environment, human rights, labor protection, welfare and much more.
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