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Companies strive to do the right things that, when combined, present a welcoming avenue for customer engagement, superb customer experience, and brand loyalty.
According to a new study by GfK, companies have a social responsibility to provide good jobs for people. GfK’s online survey collected responses of more than 27,000 consumers (aged 15 and older) about the most important responsibilities of companies.
Globally, consumers identified three key responsibilities for companies:
Providing good jobs for people (cited by 47% of respondents)
Producing good quality products or services (cited by 41% of respondents)
Being environmentally responsible (cited by 37% of respondents)
The U.S. results mirrored the global ones, with “good jobs” at 48%; “quality products or services” at 44%; and “environmentally responsible” at 32%.
The top three responsibilities of companies were slightly different for U.S. men and women:
“Providing good jobs for people” and “producing good quality products or services” came in first and second for both groups; but among women, “charging reasonable prices for products and services” placed third, while men opted for “be environmentally responsible.”
Among the U.S. age groups polled, the top corporate responsibility was nearly unanimous.
“Providing good jobs for people” placed first for the 15-to-19, 20-to-29, 30-to-39, 40-to-49, and 50-to-59 age groups. Only in the 60+ age group does this change, with “providing good quality products or services” taking the lead at 53%. In addition, “products and services” claimed second place in the 30-to-39 (47%), 40-to-49 (43%) and 50-to-59 (47%).
Online data was collected using a staggered field start that completed in Summer 2015 and weighted to reflect the demographic composition of the online population age 15+ in each market. The countries included are Argentina, Australia, Belgium, Brazil, Canada, China, Czech Republic, France, Germany, Hong Kong, Italy, Japan, Mexico, Netherlands, Poland, Russia, South Korea, Spain, Sweden, Turkey, the U.K, and the U.S.
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