87% of consumers think retailers don't do enough to support good causes: new study
Results of a new survey have shown that retailers charity efforts are largely going unnoticed with 87% of UK consumers believing that their favourite retailers are failing to support good causes.
The survey commissioned by fundraising platform Give as You Live polled over 2,000 consumers who were asked about retailers’ corporate social responsibility activities and their impact on customer loyalty and spending. Overall, only 13% of respondents said they could recall their favourite retailers providing charity support.
The worst performing retail sectors were ‘cinema’, ‘electronics and gadgets’, ‘books, games and DVDs’, ‘DIY’, ‘holidays’ and ‘sport and leisure’ where over 90% of respondents could remember no charitable support when thinking of their favourite retailers.
The best performing sector was ‘food and drink’, yet the majority of respondents (59%) could recall no charitable support given by their favourite retailer.
The Give as You Live findings show that the perception that retailers are giving back to society is alarmingly low across the board. Only 15% of shoppers said they had noticed charitable activities from their favourite fashion retailer, 16% from their favourite healthcare, beauty and pharmacy and 11% for their utilities provider.
Give as You Live founder and chief executive Polly Gowers said: “During a difficult economic period, everyone – including retailers – should be seen to be doing their bit to give back to society. Charities and good causes have been some of the worst hit by the squeeze and, as spending increases, it’s time to direct cash their way.”
Earlier in the study, Give as You Live found that nearly half (49%) of UK consumers would be prepared to spend more money with a retailer, if they donated to a charity.
Gowers added: “Our previous data indicated that consumers would spend more with a retailer that was seen to be giving back to society. Retailers who engage in CSR activities not only look good, but could also increase sales.”
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