Survey: Consumers Ask Companies for More Engagement, Say It Will Affect Buying Decisions
Consumers are eager to give feedback to the companies they love, however the companies don’t do a good job engaging and incorporating their feedback and ideas, according to the 2010 Cone Shared Responsibility Study, released by Omnicom (NYSE: OMC) owned cause marketing agency Cone.
Here are some highlights from the survey:
Eighty-four percent of Americans believe their ideas can help companies create products and services that are a win for consumers, business and society; yet, only half (53%) feel companies are effectively encouraging them to speak up on corporate social and environmental practices and products.
Three-quarters (75%) of Americans give companies a “C” or below on how they’re engaging consumers around key issues such as business practices and support of social/environmental issues.
Sixty percent of consumers say they would be more likely to buy a company’s products and services if it incorporated their feedback and ideas.
Sarah Kerkian, Senior Insights Associate at Cone said, “companies are failing to make the grade when it comes to effectively engaging consumers in their cause-related and corporate responsibility efforts.” More survey results are available here.
