Trust and consumer education are key to CSR communication

BBC Global News conducted two surveys to investigate changing consumer sentiment. The aim was to gain insights into how consumers around the world really feel about sustainability. The focus was on the three different sectors "automotive", "technology" and "finance".

The results show that consumers not only pay attention to what a company says, but also to what it does:

• 80 percent are of the opinion that a clear commitment to sustainability increases the value of a brand.
• 78 percent state that sustainable action and commitments are an important criterion when making purchasing decisions.
• 67 percent are prepared to pay more for brands that are committed to sustainability and environmentally friendly action.
• 56 percent state that they would no longer buy a product that they had previously been loyal to if they realized that it did not stand for sustainability.

On average, of the 27 brands surveyed from three sectors, around half of all consumers stated that they were unaware of the brand's sustainability - with the financial sector leading the way by far with 65 percent of all consumers unaware of the sustainability initiatives of financial brands.

Education is the be-all and end-all

The study shows that consumers believe it is important for all brands' sustainability efforts to include education and research. 83 percent of consumers believe that brands should invest in educating consumers about the importance of sustainability, and 82 percent agree that brands should fund research into sustainable practices.

Trust as an important asset

The study shows that trust in brands is still the most important association with a brand for consumers around the world. The value is particularly high in the automotive and technology sectors at 88% and 82% respectively, while the financial sector reaches 60%.

Interviews as a promising means of communication

According to the study, 66 percent of respondents said that interviews with an international news partner are the most influential way for consumers to learn about a brand's corporate social responsibility, followed by branded content in a premium environment (35 percent). These are techniques that brands can use to communicate their sustainability message to consumers on a large scale.

"Sustainability is becoming increasingly important to consumers in their purchasing decisions, but this study shows that there is a gap between a brand's sustainability actions and consumer awareness," explains Lori Suchcicki, Senior Vice President Commercial Partnerships EMEA at BBC Global News. "To maintain customer loyalty and attract new customers, this gap must be closed by developing an authentic and transparent story. The BBC's experienced storytellers have a long history of closing this gap by engaging global audiences through creative and emotive brand campaigns."

There is a willingness to pay more for sustainability

The results of the study show how important a brand's sustainability credentials are to consumers and that they are willing to put their money where their mouth is to make their feelings known. If brands want to retain the loyalty of their customers, they need to clearly demonstrate their commitment to taking action. Those that fail to do so expose themselves to criticism. It is therefore crucial that brands craft their story and communicate their message in a transparent and authentic way.

BBC: CSR with Future Planet

In 2020, in response to growing audience interest in the topic of sustainability, the BBC launched Future Planet, a platform for in-depth, fact-based reporting on potential solutions to pressing environmental issues around the world. The online publication focused exclusively on climate change and aimed to be as carbon-free as possible.

For the BBC Global Minds Sustainability Surveys two surveys were conducted, each with 4,526 (wave 1) 2,153 (wave 2) respondents. The BBC Brand Tracker includes 10,441 international consumers between the ages of 18 and 65 who know and would consider a brand.