A corporation’s public image is at the mercy of it’s social responsibility programs and how aware consumers are of them (remember, this is the biggest obstacle – education and awareness)! According to a study by Cone Communications, 9 out of 10 consumers would refrain from doing business with a corporation if there existed no corporate social responsibility plan.
For example, if a company is heavily involved in the practice of donating funds or goods to local nonprofit organizations and schools, this increases the likelihood that a consumer will use their product. Additionally, if a corporation takes great care to ensure the materials used in its products are environmentally safe and the process is sustainable, this goes a long way in the eye of the public.
If you haven’t seen the Scarecrow video from Chipotle, you should take a few minutes to watch it.
Remember, consumers feel good shopping at institutions that help the community. Clean up your public image (and broadcast it to the world!)