Customers Expect Companies To Take A Stand On Key Issues

A new MORI poll conducted by leading public interest communications agency The Forster Company finds that the public have high expectations of what companies should be doing to tackle social, environmental and ethical issues in 2001.

• Over a third want companies to make sure their own house is in order by following ethical business practices (rising to half of ABs)
• 31% believe companies should do more to raise public awareness of issues
• Over 40% of young people would like to see companies engaged in fundraising for specific causes
• 3 out of 5 adults in Britain want companies to donate money from profits to issues and causes

'This research shows that it's no longer enough for companies to rely on isolated cause-related marketing campaigns with individual charities or glossy annual environment reports' says Suzy Hughes, Senior Communications Consultant at The Forster Company.

'Today, the public want companies to take a stand on key issues affecting their customers and wider society. Customers expect companies to work actively and openly with NGOs, consumer groups and others to provide information, raise awareness, and to tackle specific issues. This integrated approach is not only "the right thing to do," it will also help companies to manage their reputation more effectively and develop new business opportunities, products and services.'

The survey confirms that the biggest single issue of concern amongst the general public is homelessness (45%), followed by children's rights (39%), world poverty (36%), air pollution (32%), racism (32%), waste disposal and recycling (30%), climate change (25%) and stress and mental health (23%).

Almost two thirds of young people (64%) want to see companies invest resources in tacking social issues such as homelessness, child safety and world poverty; middle aged and older adults are more concerned with environmental issues such as climate change, waste disposal and nature conservation.

Notes to EditorsThis press release is based on the findings of a survey conducted by MORI on behalf of The Forster Company. The questions were placed on MORI's Omnibus, and a nationally representative quota sample of 2041 adults were interviewed throughout Great Britain by MORI/Field & Tab. Interviews were carried out between 7th and 12th December 2000. Data has been weighted to reflect the national population profile.