Why Marketers Should Care About Consumer Perception of Corporate Social Responsibility

Otherwise there might be backlash

Illustration of corporate workers working together to build and office building
Consumers are looking for honesty and transparency. Getty Images

In today’s socially conscious environment and political climate when a company takes responsibility for its actions and the subsequent impact on communities, employees and stakeholders, the results go a long way.

Elina Tang is a marketing professor and consultant for the American Council on Education (ACE) and is a member of our Adweek Academic Council.
YeonJae Choi is an MS in marketing candidate at the University of Illinois at Chicago.