Corporate Social Responsibility Sample Extract

Corporate Social Responsibility
in Food & Grocery
2014
www.evolution-insights.com

About Evolution Insights
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.
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.
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Evolution offer a range of products &
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shopper motivation and behaviours in UK
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opportunity to engage in any of our regular
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Contents
Summary 5
Key Findings and Executive Summary 6
Introduction 8
What is Corporate Social Responsibility (CSR) 9
Importance of CSR 10
CSR in Practice 11
Government Policy 12
Definitions (CSR) 13
CSR and Brand Loyalty 14
Ethical Initiatives 15
CSR initiatives 16
Overall Awareness of CSR Initiatives 17
Community Initiative 18
Initiatives that had the Most Positive Impact from a
28
Shopper Perspective
Brand Image 29
Important Factors 30
Paying More for Ethically Sourced Products 31
Food Labelling 32
Methodology 33

Summary
This report will tell you:
The importance for a brand to have a CSR policy from a
shoppers’ perspective
The importance for brands to support local communities
If CSR really affects a shoppers’ purchasing decisions
If CSR changes shoppers perceptions of a brand
If shoppers are willing to pay more for ethically sourced
products
If shoppers are familiar with ethically sourced logos
(e.g. Fair-trade)
perspective CSR
The FMCG brands that are deemed to have a good/poor CSR
reputation
The impact of corporate sponsorship from a shoppers’

Key Findings
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.
community
initiative
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

Government Policy
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.
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.

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%
community
initiative
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
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?
of shoppers
would pay
more for
Fairtrade
of shoppers
would pay the
same for
Fairtrade
31%
of shoppers
would pay less
for Fairtrade
51% 18%

Methodology

Secondary and desk
research
Preliminary
quantitative survey
Main quantitative
survey
Insights
• 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 Centre
Foundry Street
Leeds
LS11 5QP
Telephone: 0113 394 4671
e-mail: craig.bradley@evolution-insights.com
Web: http://www.evolution-insights.com
Company No. 07006001
Country of Incorporation: United Kingdom

Corporate Social Responsibility Sample Extract

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Corporate Social Responsibility Sample Extract