Previous Featured Findings have looked at the gap between the public’s enthusiasm to find out more about what companies are doing to be responsible, and their strong skepticism about the claims that companies make about their own attempts to be more responsible and sustainable.
What may be of even greater concern to companies is that their own employees often perceive a credibility gap around CSR. In a survey of more than 1,500 employees of large companies across 12 countries earlier this year, we found that a majority (58%) feel there is a gap between what their employer says about CSR and how the company actually behaves. Just one-third (35%) disagree that such a gap exists.
Revealingly, employees in developing economies were more likely to perceive this gap than those in Western economies such as the UK, US, France, and Canada, where opinion was more evenly split.
These findings suggest that better employee engagement should be a priority for companies looking to win hearts and minds with CSR. With company employees frequently cited by the public as a trusted source of information about corporate behavior, corporations need to pay greater attention to demonstrating to their own staff that their commitment to social and environmental responsibility is serious and has the support of senior management.
Finding from the GlobeScan Radar, Wave 1, 2012
This post was written by former GlobeScan Research Director, Sam Mountford.
