corporate social responsibility sample extract

www.evolution-insights.com

Corporate Social Responsibility in Food & Grocery 2014


About Evolution Insights

Our research and analysis helps clients develop targeted shopper marketing initiatives designed to influence shoppers at the point of purchase.

We use a range of research methodologies to discover genuine insights. Our research incorporates a broad spectrum of robust qualitative and quantitative research techniques.

As a leading publisher of shopper research, we are ideally placed to offer your business actionable shopper insight.

Evolution is a leading research consultancy specialising in shopper motivation and behaviour. We deliver off-the-shelf, tailored and bespoke research for manufacturers, retailers and agencies.

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Evolution offer a range of products & services for clients in the field of shopper research:

Off-the-shelf research

Evolution’s off the shelf research publications deliver affordable insight into shopper motivation and behaviours in UK food, drink and grocery

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Insight Plus offers your business the opportunity to engage in any of our regular shopper research projects in advance of publication, tailoring the scope to suit your needs

Bespoke Consulting

As publishers of research, we are able to draw upon a wealth of existing proprietary data for consulting projects – helping to better inform and shape any further research requirements


Contents

Summary 5

Key Findings and Executive Summary 6

Introduction 8What is Corporate Social Responsibility (CSR) 9Importance of CSR 10CSR in Practice 11Government Policy 12Definitions (CSR) 13CSR and Brand Loyalty 14Ethical Initiatives 15

CSR initiatives 16Overall Awareness of CSR Initiatives 17Community Initiative 18Initiatives that had the Most Positive Impact from a Shopper Perspective

28

Brand Image 29Important Factors 30Paying More for Ethically Sourced Products 31Food Labelling 32

Methodology 33


Summary

If CSR changes shoppers perceptions of a brand

The FMCG brands that are deemed to have a good/poor CSR reputation

If shoppers are willing to pay more for ethically sourced products

If CSR really affects a shoppers’ purchasing decisions

If shoppers are familiar with ethically sourced logos (e.g. Fair-trade)

The importance for brands to support local communities

The importance for a brand to have a CSR policy from a shoppers’ perspective

The impact of corporate sponsorship from a shoppers’ perspective

CSR

This report will tell you:

Key Findings


link with

and

were the most well known

initiatives with 58% and

45% of shoppers knowing of them respectively

Health initiatives have the most impact on Brand Image

The Fairtrade logo is the most recognisable logo found on Food and grocery products with 81% recognising it.

51% of shoppers would pay more for a product if it was Fairtrade

50% of shoppers saw Asda in a more positive light after hearing about heir initiative to donate money to victims of flooding.

This was the highest change in attitude of all of the initiatives mentioned.

communityinitiative


Government Policy

High on the list of the UK Government’s priorities is to achieve sustainable and balanced economic growth across the UK, as well as building a stronger, fairer society. The government see responsible business as being central to this and how they can stimulate and support action by business to increase their positive impact on society and the environment and reduce their negative effects, whilst enabling growth within business, is key.

CSR is the voluntary action businesses take over and above legal requirements to manage and enhance economic, environmental and societal impacts.

It is about being a responsible business and as a part of an integrated and strategic approach creates shared value for business and society. The exact approach varies and is influenced by factors such as business size, sector and locality.


Overall Awareness of CSR Initiatives

We presented respondents with 10 CSR initiatives - two each of community, health, environment, sponsorship and charity. We asked them if they were aware of the initiative, and to rate the organisation involved in either of the following ways:

Positive

Neutral

Negative

The 10 CSR initiatives are individually detailed on the following pages…


Community Initiative

Do they think more positively of Asda?

71% 26% 3%

48% 49% 3%

communityinitiative

Asda recently donated £400,000 to communities impacted by the flooding in

the South West of England

Awareness of this initiative:

10%

Of those that were aware of the initiative

Of those that were not aware of the initiative

Paying More for Ethically Sourced Products


of shoppers would pay more for Fairtrade

of shoppers would pay the

same for Fairtrade

31%

of shoppers would pay less

for Fairtrade

18%51%

We were interested to know what percentage of shoppers would pay more for ethically sourced products. We presented the respondents with the following scenario…

Thinking broadly, if the standard price for bananas was 70p per kilo, would you be willing to pay more/less/same if the farmer got a better deal?


Methodology


Secondary and desk research

Preliminary quantitative survey

Main quantitative surveyInsights

• Evolution carries out a preliminary survey of around 100 shoppers, to test questions for the main survey.

• Detailed secondary and desk research is conducted to define the topic area, macro drivers and trends, scope and examples of within the research topic.

• Initial insights gained are used to help further design the main survey.

• A main survey is completed by at least 1,000 UK adults who are the primary household shopper for food & grocery.

• Comprehensive and detailed assessment of all the data received was then used to discover insights.

• Throughout this process, primary research was supported by secondary research drawing on Evolution’s proprietary databases, national statistics, news and industry resources.

Methodology

Evolution’s methodology


Contact us

Evolution Insights Ltd

Round Foundry Media CentreFoundry Street

LeedsLS11 5QP

Telephone: 0113 394 4671

e-mail: [email protected]

Web: http://www.evolution-insights.com

Company No. 07006001Country of Incorporation: United Kingdom

corporate social responsibility sample extract

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