Saturday Stat Series: Companies and Social – Responsibility, That Is

We promised to bring you Tuesday Teasers and Saturday Stats from the DMA 2013 Statistical Fact Bookevery week leading up to DMA2013 – and we’re just days away from the biggest event of the year for data-driven marketers.  Thank you for making this series a great conversation space about data-driven marketing, and we hope to keep the conversation going after it’s done!

With the immense popularity of social media – and its role in activism efforts around the globe, today’s consumers are more socially conscious than ever.  It’s no surprise then, that when it comes to the products and services they choose, today’s consumers want to know that the companies they patronize are holding themselves to the highest standards.

Data from the Statistical Fact Book seems to support this idea.  According to the report, consumers overwhelmingly favor companies that are transparent about their corporate social responsibility (CSR) efforts and that back up their talk with results.  Eighty-six percent of respondents said they are more likely to trust a company that communicates the results of its CSR efforts, and 82 percent are more likely to buy a product from a company that clearly communicates the results of its CSR initiatives than one that does not.  , Moreover, 40 percent—two in five—said they would not purchase products or services from a company that did not communicate the results of its CSR efforts.

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What does this mean for data-driven marketers?  It’s all about trust!  Consumers want to know that they’re doing business with responsible corporations that they can trust, and when they see results that back up that trust, they’ll come to those businesses as loyal customers.

A good place for a company to start would be to make sure that its website prominently features a page that talks about its CSR initiatives in concrete terms.  Spread the word on social media!  And let customers know that marketers are responsible data stewards.  DMA features an Ethics and Compliance page where consumers and businesses can download our Code of Ethics or report organizations which violate this code.  We also offer informational services to customers at our Consumer Help page.

What are you doing to keep your customers informed about the good things their dollars are doing?  Let us know in the comments below how you build trust with your clients!

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This is the end of our Saturday Stats and teasers, brought to you each week leading up to our DMA2013 Conference in Chicago. Thanks for learning and sharing with us!  To take a deeper dive into the material covered in the Fact Book, please click here. 

Feel free to share your thoughts, experiences, and perspectives with us in the comments section below!

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