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Prosumer Reports

Project Superbrand

Project Superbrand

Havas Global Comms

Havas Global Comms

January 20, 2016

Havas Group explores the evolution of corporate social responsibility and how companies are responding to intensified pressures to work toward the common good.

Transparency, sustainability, and a purpose beyond profit are more than popular catchphrases. They are now bottom-line expectations for how larger businesses and brands are expected to operate. In this report, we explore how corporate social responsibility has evolved from an annual report addendum to a fundamental component of leading businesses.

Snapshot:

In this Prosumer study, Havas Group explores the evolution of corporate social responsibility and how companies are responding to intensified pressures to work toward the common good. The study draws on the experiences and points of view of more than 10,000 men and women in 28 countries.

Key findings include:

Transparency is not optional. There was a time when people bought products without giving much thought to who or what was behind the brand. That era is long gone. Today, 70% of Prosumers actively seek out information on the companies that provide the products and services they buy.

Your company IS your brand. Now that it is easier than ever for people to monitor corporate behaviors, companies that fail to meet consumers’ expectations will pay the price. A growing number of people avoid buying from businesses deemed to have a negative social or environmental impact.

A clear set of values is good for business: Beyond operating transparently and according to the letter of the law, big businesses are now expected to communicate—and adhere to—a clear set of values. And consumers are making purchase decisions based on those values.

Mindless consumption is so last century. Changes in business are taking place in tandem with shifts in how we consume. In developed markets especially, people are deriving less pleasure from the mindless consumption that started filling up our pantries, closets, and garages in the postwar boom of the 1950s. We still want bargains, of course, but it is even more essential that products and services offer some sort of enduring value.

Heroes wanted. People around the globe are hungry for sociopolitical change and are convinced it will require the active cooperation of big business. Two-thirds of our global sample agreed that businesses actually bear as much responsibility as governments for driving positive social change, and 62% said they would like their favorite brands to play a bigger role in solving social problems.

Havas is one of the world’s largest global communications groups, and committed to creating meaningful connections between people and brands.

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