New research released today by UNICEF and Ipsos MORI shows that more than two-thirds of UK businesses interviewed think that responsibilities to children will become more important to UK companies over the next five years (67% strongly/ tend to agree), and yet 89% do not currently include children’s rights among their main corporate responsibility issues. Poll: http://www.ipsos-mori.com/researchpublications/researcharchive/3152/Corporate-Social-Responsibility-CSR-research-for-UNICEF.aspx

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Final Version | PUBLIC
CSR Market Assessment
Quantitative Stage Report
March 2013
© Ipsos MORI

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Introduction _________________________
2
Methodology
Company & Respondent profiles
Companies’ Activities on CSR ___________
Level of engagement in own company
Length of time active on CSR
Engagement of companies in general
CSR Initiatives in Place ________________
Specific initiatives/activities in place
Contents Number of initiatives in place
UN Guiding Principles on Business & Human Rights
Child-Focused CSR Activity ____________
Level of activity on child-focused CSR
Reasons for acting on children’s issues
Views on child-focused CSR in future
Child-Focused CSR: Detailed measures ___
Detailed activities on child-focused CSR
Inclusion of children’s issues in policies/ reporting
Children’s Rights & Business Principles
Guidance for Companies _______________
Useful types of support for companies
Useful channels for this support to be delivered
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Introduction
Methodology
Company profile
Respondent profile
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Introduction and Methodology here
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• Following the qualitative phase of this study, 150 quantitative interviews were
conducted with medium to large companies.
• We have used a carefully constructed sample to reflect the views of companies in
a range of different industry sector categories, based on groupings of standard
industry classification codes, and to reflect the views of companies of different
sizes (excluding the smallest companies with fewer than 250 employees in the
UK). The data have not been weighted.
• We used screening to identify the most appropriate people to approach for the
interview, namely the person responsible for CSR/corporate responsibility and
similar issues in each company. Sample was sourced from leading business
directories in each country.
• Interviews were carried out by telephone in the UK.
• The fieldwork period was from 21 May – 13 July 2012 in the UK.
© Ipsos MORI

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Introduction and Methodology 2 here
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• Based on the findings of the qualitative phase of this research in the UK the term
‘corporate responsibility’ was used in the questionnaire..
• Please note all figures are expressed in percentage terms. When they do not sum
exactly to 100%, this will be due to computer rounding or multiple response
answers.
• Any copy or data for publication, online or in a press release, that contains data
derived from Ipsos MORI research can be released only after approval of the
press release by Ipsos MORI and must comply with the MRS Code of Conduct. A
refusal would only be made on the grounds of inaccuracy or
misrepresentation. This is to protect our client’s reputation and integrity as much
as our own, and to prevent the release of data which could be misinterpreted, or
could appear to be inaccurately, or misleadingly, presented.
© Ipsos MORI

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Company Profile – UK brand logo
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S3. Which of the following best describes the
industry sector of your company? By that I
mean what are its main activities?
% Number
Heavy and light manufacturing,
21 31
construction
Real estate, property, business
21 31
professional and legal services
Other industries & consumer services:
Retail, wholesale, agriculture, Leisure,
21 31
hotels & food service, recreational, arts
& entertainment, sporting activities
Banking, finance, insurance 15 22
Logistics, transportation, sewage &
13 20
refuse, storage
Information, communications 7 11
Mining, Extraction, oil & gas, energy,
3 4
water
Base: UK companies (150)
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Respondent Profile – UK brand logo
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C2. Which of the following is closest to your job title/
Q1. Firstly, around how much of your job, if any, is function in the company?
currently concerned with the company’s corporate
responsibility? %
CSR/corporate social responsibility 11
Corporate communications 11
None or almost none
Partner/Senior director 11
All or almost all Sustainability or sustainable business 9
Corporate responsibility or responsible 8
business
Environment 7
EHS or Health & safety 7
Less than half
Office manager 7
More than half Supply chain or procurement 6
Marketing 5
Around half
Public affairs, external relations or 3
government affairs
C3. Is your company a participant in the UN Global HR 3
Compact?
Legal, Compliance or Internal audit 3
Yes Corporate ethics or Business ethics 2
DK
Corporate citizenship 1
Community investment 1
Media relations or PR 1
Company secretary 1
No Other 5
Base: UK companies (150)
© Ipsos MORI

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Companies’ Activity on CSR
Level of engagement in own company
Length of time active on CSR
Engagement of companies in general
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96% in the UK
agree their company is
committed to acting on CSR
Base: UK companies (xx)
© Ipsos MORI

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Level of engagement in own company: UK here
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Total
Agree
%
My company is committed to
acting on corporate 96
responsibility
The senior managers in my
company recognise the
business benefits that corporate 91
responsibility can bring
Corporate responsibility is a
low priority for my company at 7
the moment
Q2a I am now going to read out some statements relating to your company. Please tell me whether you agree, disagree or
Base: UK companies (150)
neither agree nor disagree with each one.
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10 years activity on CSR issues on
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average for UK companies
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Current stage of CSR engagement: UK here
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Being planned, but Not something my
yet not in action (1%) company is
concerned with (1%)
In the early stages
Well/partly established:
Total 89%
Well-established
Services/ retail 91%
Manufacturing 87%
250-999 emps 85%
Partly 1,000+ emps 92%
established
(not significant differences)
Q3 At what stage would you say your company is in including corporate responsibility issues into its day-to-day activities and decision
Base: UK companies (150)
making? Would you say it is…?
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Current stage of CSR engagement: UK here
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Current In 5 years time
Not something my
Being planned, but company is concerned Being planned, but
yet not in action (1%) with (1%) yet not in action (1%)
In the early stages Don’t know (1%)
In the early stages
Partly
established
Well-
established
Partly
established
Well-
established
Q3 At what stage would you say your company is in including corporate responsibility issues into its day-to-day activities and decision making? Would you say it
is…? Base: UK
Q7 In five years’ time, at what stage do you think your company will be in including corporate responsibility issues into its day-to-day activities and decision companies
© Ipsos MORI making? Do you think it will be…? (150)

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Length of time active on CSR: UK here
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Average = 10 years
Active over 5 years:
Total 64%
Services/ retail 63%
Manufacturing 65%
250-999 emps 54%
1,000+ emps 70%
(Circles indicate significantly
higher compared to total,
at 95% level of confidence)
Q6 For how long would you say your company has been active on corporate responsibility issues, if at all? Note that ‘active’ here is self
Base: UK companies (150)
defined (since it needs to cover a wide range of levels/ types of activity).
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Three-quarters here
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believe that business people in their
country think CSR is important
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Level of Engagement – Companies in General: UK brand logo
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Total
Agree
%
I believe that business people
in the UK think that corporate 79
responsibility is important
I believe that more needs to be
done to explain the business
benefits of corporate 1% 91
responsibility to business
people in the UK
Q2b I am now going to read out some statements about companies in the UK in general. Please tell me whether you agree,
Base: UK companies (150)
disagree or neither agree nor disagree with each one.
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CSR initiatives in place
Specific initiatives/activities in place
Number of initiatives in place
UN Guiding Principles on Business &
Human Rights
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87% in the UK have a CSR policy
or set of principles or values in place
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Specific CSR activities in place: UK here
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Total % Has or
is planning
A policy or set of principles or values on corporate
responsibility
95%
A Board member/senior manager with designated 87%
responsibility for corporate responsibility
Published targets or quantified commitments to 87%
improve the company’s CR performance
Public reporting on its corporate responsibility 86%
Requirements for your suppliers on corporate
responsibility 87%
Employee training which covers corporate
responsibility 80%
Environmental management certification, such as
ISO 14001 or BS 8555
71%
Financial incentives for employees which take into 32%
account corporate responsibility performance
Q9 I am going to read out a list. For each item, please tell me if your company currently has it in place, is planning to put it in place in
Base: UK companies (150)
the next year, or has no immediate plans on this? Or please say if the issue is not relevant to your company.
© Ipsos MORI

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Child focussed CSR activity in
Indonesia is expected to rise to
meet UK levels in the next five
years.
Two-thirds
have heard of the
Human Rights
Principles
Base: UK companies (xx)
© Ipsos MORI

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UN Guiding Principles on Business & Human Rights: brand logo
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UK 21
Familiarity Stage in
embedding
Know very
well Well-
Know a fair
amount Don’t know established
Never
heard of
Not something
my company is
concerned with Partly
Know
a little established
Heard of but
Being planned, but
know nothing In the early
yet not in action
stages
Q10 The UN Guiding Principles on Business and Human Rights were developed by UN Special Representative John Ruggie last year. Before this
interview, how familiar were you with the UN Guiding Principles on Business and Human Rights, if at all? Would you say you …?
Q11 At what stage would you say your company is in embedding the UN Guiding Principles on Business and Human Rights into its day-to-day Base: UK companies (150)
© Ipsos MORI activities and decision making? Would you say it is…?

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Child-focused CSR Activity
Level of activity on child-focused CSR
Reasons for acting on children’s issues
Views on child-focused CSR in future
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63% say their company is 23
very/fairly active on its
responsibilities to children
Base: UK companies (xx)
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How Active is Company on Children’s Issues? UK brand logo
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Very/fairly active: Very/fairly active:
Total 63% Currently Total 70% In 5 Years’ Time
Don’t know Don’t know
Not at all Not at all
Very active Very
active active
active
Not very
active
Not very
active
Fairly
active Fairly active
Q14 Overall, how active, if at all, would you say your company is on these issues around responsibilities to children? Would you say it is…?
Base: UK
Q21 In five years’ time, overall how active do you think your company will be on its responsibilities to children, if at all? Do you think it will be…? companies (150)
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Current Focus on Children’s Issues: UK brand logo
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(no significant differences)
Q12 Different companies tend to focus on different issues which are relevant to their business. How far, if at all, are your company’s Base: UK companies that are
CSR/corporate responsibility activities focused on the issues of children’s rights and children’s welfare? Would you say this is…? active on CSR (150)
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In the UK, the main reason companies take
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action on child-focused CSR is a desire to 26
do the right thing and reflect
company values
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Reasons for Action on Children’s Issues brand logo
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“Our ethos has been to encourage
families to get out into the great
outdoors and also to be a good
employer; i.e. caring for its
It is the right thing to Part of supplier policy/
employees and recognising their
refuse to work with
do/reflects company’s companies who use
own family commitments.”
spirit/ethos/values child labour
(40%)
(7%)
“It forms part of our corporate
responsibilities strategy. It's part and
Want to give
To support something back parcel of being a responsible company.”
health / to local commun-
wellbeing/ ity/ those less
nutrition fortunate
(13%) (16%) “We are interested in helping future
generations into employment after we leave
the area. In other words to ensure we leave
a positive legacy.”
Q17 Why does your company take action on its responsibilities to children, or why is it planning to do so? What was it that encouraged
Base: UK companies (150)
your company to start acting on these issues?
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73% in the UK
believe that more needs
to be done to assist
companies to act on
their responsibilities
. to children
© Ipsos MORI

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Views of Child-Focused CSR in Future: UK here
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Total
Agree
%
I believe that over the next 5 years
the issues around company
responsibilities to children will 1% 67
become more important to
companies in the UK
I believe that more needs to be
done to assist companies in the
1% 73
UK to act on their responsibilities
to children
My company is committed
to acting on its impacts on 3% 65
children’s rights
Q22 I am now going to read out some statements. Please tell me whether you agree, disagree, or neither agree nor disagree with each
Base: UK companies (150)
one.
© Ipsos MORI

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Child-focused CSR:
Detailed measures in place
Detailed activities on child-focused CSR
Inclusion of children’s issues in policies/
reporting
Children’s Rights & Business Principles
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In the UK, companies’ child-focussedbrand logo
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CSR activities are less likely to be in the
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marketplace than workplace
or community/environment
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Detailed Activities on Child-Focused CSR: UK here
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Products not
Acting on this Young people develop harmful to children
skills (89%) (47%)
Products with
Working conditions for
social benefits
parents (95%)
(36%)
Advertising
Child labour appropriate for
(47%) children (41%)
Children’s rights when
Unsuitable products
acquiring or using land
not sold to children
(38%)
(37%)
Environmental impacts Educational programmes
(91%) aimed at children
(82%)
Emergency relief Other social
efforts (54%) programmes
benefiting communities
(79%)
Q13 Now I am going to read out a list of issues. For each issue, please tell me if your company is currently acting on it, is planning to start
Base: UK companies (150)
acting on it in the next year, or has no immediate plans to act on this? Or please say if the issue is not relevant to your company.
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Detailed Activities on Child-Focused CSR: UK here
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Acting on this Products not
Planning to act in next year harmful to children Products with
(47%) (0%) (50%) social benefits
Not relevant to Young people develop 100%
my company skills (89%) (3%) (5%) (36%) (2%) (54%)
Working conditions for Advertising appropriate for
parents (95%) (2%) (2%) children (41%) (0%) (56%)
Child labour Unsuitable products
(47%) (3%) (41%) not sold to children
(37%) (0%) (61%)
Children’s rights when Educational programmes
acquiring or using land aimed at children
(38%) (1%) (53%) (82%) (2%) (5%)
Environmental impacts Other social programmes
(91%) (5%) (1%) Emergency relief efforts benefiting communities
(54%) (2%) (13%) (79%) (5%) (5%)
Q13 Now I am going to read out a list of issues. For each issue, please tell me if your company is currently acting on it, is planning to start
Base: UK companies (150)
acting on it in the next year, or has no immediate plans to act on this? Or please say if the issue is not relevant to your company.
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Summary – Number of Activities in place on Children: UK brand logo
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Any Community
& Environment
Community &
Environment 3+
Marketplace 3 + Community & environment 3+ Workplace 2+
Services
Manufacturing
250-999 emps
1000+emps
(Circles indicate significantly higher compared to total, at 95% level of confidence)
Q13 Now I am going to read out a list of issues. For each issue, please tell me if your company is currently acting on it, is planning to start
Base: UK companies (150)
acting on it in the next year, or has no immediate plans to act on this? Or please say if the issue is not relevant to your company.
© Ipsos MORI

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Inclusion of Children’s Issues in Policies/Reporting: UK brand logo
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Policy Reporting
30% say no children’s issues 25% say no children’s issues
are relevant for their company are relevant for their company
Total including 47% Total including 43%
Services/ retail 48% Services/ retail 44%
Manufacturing 45% Manufacturing 40%
250-999 emps 43% 250-999 emps 37%
1,000+ emps 50% 1,000+ emps 46%
(no significant differences) (no significant differences)
Q18 You said your company already has or is planning a policy or set of principles or values setting out its approach to corporate responsibility. Does or will Base: UK
this specifically include the company’s responsibilities to children? companies (150)
Q19 You said your company already has or is planning public reporting on its corporate responsibility behaviour. Does or will this specifically include the * Figures re-based
© Ipsos MORI company’s responsibilities to children? Would you say …? on the full sample

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Measurement of CSR Activities: UK here
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Inputs Impacts for society Impacts for company
Measures of the inputs Measures of the outputs/impacts Measures of the outputs/impacts
made, e.g. Budget for the beneficiaries or for society for the company, such as the
spent/Money invested, as a whole, such as the number return on investment, or
amount of staff time of people benefiting, or evaluation evaluation of the impacts on
spent on activities, or of the impacts on individuals or employee motivation/ retention
other inputs for society
Q20 Does your company collect any of the following measures to evaluate its activities on corporate responsibility in general, or its
Base: UK companies (150)
activities related to responsibilities to children? So, firstly…?
© Ipsos MORI

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57% in the UK have
heard of the Children’s
Rights Principles
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Children’s Rights and Business Principles: UK brand logo
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Familiarity Usefulness
Know them Don’t
Don’t know very well know
Know a fair amount Very
about them Not very
useful
useful
Never
heard Know a little
of them about them
Fairly
useful
Heard of them, but know
nothing about them
Q27 The Children’s Rights and Business Principles were launched in March 2012, having been developed by UNICEF, the United Nations Global Compact
and Save the Children. Before this interview, how familiar were you with the Children’s Rights and Business Principles, if at all? Would you say you …?
Base: UK
Q28 How useful do you think the Children’s Rights and Business Principles will be, if at all, in encouraging companies in the UK/Indonesia to take action on companies (150)
© Ipsos MORI their responsibilities to children? Would you say they will be…?.

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Guidance for Companies
Useful types of support for companies
Useful channels for this support to be
delivered
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Best practice
examples top the
list in the UK
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Useful Types of Support: UK here
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Best practice examples of what other
companies are doing (89%)
Advice for companies in different sectors on
their likely impacts on children (84%)
Signposting to other organisations providing
support and information (82%)
Updates giving a summary of the latest
research and other developments (81%)
75% 25%
Advice for companies on particular issues,
e.g. responsible marketing, child labour (76%)
Guidance on including indicators on
responsibilities to children in reporting (75%)
Summary of the business case for action on
responsibilities to children (75%)
Awareness raising on particularly challenging 50%
issues e.g. root causes of child labour (69%)
Q23 Do you think each of the following types of support would be useful or not for companies like yours to help them take more action on
Base: UK companies (xx)
their responsibilities to children?
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Useful Channels for Guidance: UK here
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Advice via professional bodies and trade
associations (77%)
Authoritative articles in business press
(75%)
Short guides, brochures or publications on
particular thematic or sectoral issues (73%)
Interactive online tools to assess your
company’s impact on children’s rights (72%) 75% 25%
Training provided in the workplace
(56%)
Full workbook giving a comprehensive
overview (55%)
Conferences, seminars or networking events
(55%)
Open days or site visits to best practice 50%
companies (53%)
Q24 Do you think each of the following would be useful ways for your company to receive this guidance, or not) Base: UK companies (150)
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Unicef’s Role
Familiarity with UNICEF
UNICEF’s role on child-focused CSR
Recommendations for UNICEF
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Nine in ten
think it appropriate
for UNICEF to give
companies guidance
on child-focused CSR
(93% in the UK)
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Views of UNICEF: UK here
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Familiarity Is it appropriate to give
companies guidance?
Heard of it, but
know nothing Know it very well Not very Don’t know
about it appropriate
Know a fair
amount
about it
Fairly
appropriate
Know a Very
little appropriate
about it
Q25 Thinking now about UNICEF, how well do you feel you know UNICEF, if at all? Would you say you …? Base: UK companies (150)
Q26 How appropriate do you think it is, if at all, for UNICEF to give companies guidance on acting on their
Base: UK companies that have heard of UNICEF (150)
© Ipsos MORI responsibilities to children? Would you say it is …?

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Views of UNICEF’s Role: UK brand logo
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Total
Agree
%
UNICEF has an important role to
play in raising awareness among
companies of the importance of 93
acting on their responsibilities to
children
UNICEF needs to make sure it
collaborates effectively with the UK
1% 97
Government on companies’
responsibilities to children
Voluntary principles are a good way
of encouraging companies to take 78
action on their responsibilities to 3%
children
Q29 I am now going to read out some statements. Please tell me whether you agree, disagree, or neither agree nor disagree with each
Base: UK companies (150)
one. .
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