Corporate Social Responsibility (CSR) In Canada

Vancouver, BC -- A new Ipsos Reid / Canadian Business for Social Responsibility (CBSR) poll of Canadian businesses and the Canadian public shows that 68% of Canadians pay attention to issues related to corporate social responsibility (CSR). The poll also shows that three-quarters of leading Canadian companies are actively engaged in key CSR activities. What's interesting, however, is that while corporate Canada invests time and money in developing CSR policies and programs, Canadian consumers, despite their claim to be paying attention to these issues, are somewhat in the dark about the specific practices companies adopt.

These are some of the findings of a much larger Ipsos Reid/Canadian Business for Social Responsibility series of articles highlighting New Dimensions in CSR. Research for this poll was conducted online with 141 CSR leaders in major Canadian businesses from December 5th, 2005 to January 31st, 2006. Respondents are members of a CSR Business Leader Forum set up and run by Ipsos Reid. Research was also conducted with the Canadian public from March 8th to 14th, 2006 with a sample of 1,003 adult Canadians who are part of Ipsos-Reid's Canadian Online Panel The overall results for the general public are considered accurate to within 1773.1 percentage points, 19 times out of 20, of what they would have been had the entire Canadian adult population been polled. The margin of error for the 141 CSR business leaders is +7.8 percentage points, 19 times out of 20. The general population data were statistically weighted to ensure the sample's regional and age/sex composition reflects that of the actual Canadian population according to the 2001 Census.

Seven-in-ten Canadians (68%) Pay Attention to Issues Related to Corporate Social Responsibility

Overall, a solid majority of the Canadian population pay attention to issues related to corporate social responsibility (CSR). This includes 15% who say they pay a "great deal" of attention to these issues, and another 53% who pay "some" attention. To contrast, CSR issues are not really on the radar screen of 30% of Canadians.

Regionally, Atlantic Canadians (74%), Quebeckers (75%), and British Columbians (65%) are more likely to pay attention to CSR issues than those living in other provinces, particularly in Saskatchewan/Manitoba (49%). From a socio-demographic perspective, age and level of education appear to be a good predictor of behaviour when it comes to being attentive to CSR issues. While 79% of older Canadians (55+) pay a great deal or some attention to these issues, the proportion drops to 67% of those 35-54 years of age, and further to 59% of those 18-34.

Similarly, 78% of university graduates say they pay attention to CSR issues. The proportion drops to 65% of Canadians with credentials from a college or trade school or people who have some other post-secondary experience, and to 63% of those with a high school diploma or less.

Three-Quarters of Canadian Businesses are Engaged in Key CSR Initiatives...But, Comparatively Few Canadians Are Aware

Three-quarters of business leaders (76%) surveyed say their firms have "made an explicit commitment to CSR". Almost the same proportion asserts that their companies have "developed formalized policies for CSR activities" (72%); this includes 50% whose policies are fully developed. And, 75% have "created and implemented programs related to CSR" (75%), with 56% saying implementation is fully underway.

Canadian consumers, however, remain considerably unaware of companies' practices and initiatives. Only a third (33%) say they know of any companies in Canada who've "made an explicit commitment to CSR". A similarly low number (31%) are aware of any companies who've got "formal policies in place that require companies to take on socially responsible activities and initiatives", and 38% know of companies who've "created and carried out socially responsible activities and initiatives based on their policies".

This general pattern is prevalent with Canadians from all regions, and among all socio-demographic groups. The only real exception is that Albertans appear to be more aware of companies engaged in CSR activities than people in other provinces, notably in Quebec. Just under half the Alberta population knows of companies engaged in each of the three types of initiatives, compared to a quarter to a third of Quebec residents.

For more information on this news release, please contact:
Daniel Savas
Senior Vice-President
Ipsos Reid Corporation
604.257.3200
[email protected]

Andrew Frank
Communications Coordinator
Canadian Business for Social Responsibility
604.323.2714
[email protected]

Ipsos Reid
Ipsos Reid is Canada's market intelligence leader, the country's leading provider of public opinion research, and research partner for loyalty and forecasting and modelling insights. With operations in eight cities, Ipsos Reid employs more than 300 research professionals and support staff in Canada. The company has the biggest network of telephone call centres in the country, as well as the largest pre-recruited household and online panels. Ipsos Reid's marketing research and public affairs practices offer the premier suite of research vehicles in Canada, all of which provide clients with actionable and relevant information. Staffed with seasoned research consultants with extensive industry-specific backgrounds, Ipsos Reid offers syndicated information or custom solutions across key sectors of the Canadian economy, including consumer packaged goods, financial services, automotive, retail, and technology & telecommunications. Ipsos Reid is an Ipsos company, a leading global survey-based market research group.

To learn more, please visit www.ipsos.ca.

Canadian Business for Social Responsibility
Canadian Business for Social Responsibility (CBSR) is the globally-recognized source for corporate social responsibility (CSR) expertise and consulting in Canada. CBSR is a businessled, non-profit CSR consultancy and peer-to-peer learning organization that provides its members with candid counsel and customized consulting services as they formulate powerful business decisions that improve performance and contribute to a better world.

Ipsos
Ipsos is a leading global survey-based market research company, owned and managed by research professionals. Ipsos helps interpret, simulate, and anticipate the needs and responses of consumers, customers, and citizens around the world.

Member companies assess market potential and interpret market trends. They develop and build brands. They help clients build long-term relationships with their customers. They test advertising and study audience responses to various media. They measure public opinion around the globe.

Ipsos member companies offer expertise in advertising, customer loyalty, marketing, media, and public affairs research, as well as forecasting, modeling, and consulting. Ipsos has a full line of custom, syndicated, omnibus, panel, and online research products and services, guided by industry experts and bolstered by advanced analytics and methodologies. The company was founded in 1975 and has been publicly traded since 1999. In 2005, Ipsos generated global revenues of e717.8 million ($853.8 million U.S.).

Visit www.ipsos.com to learn more about Ipsos offerings and capabilities.