INTA’s “Brands and CSR Survey Report” surveyed 227 INTA members worldwide. According to INTA, “organizations overwhelmingly recognize their social obligation to positively impact global issues and give back to the community, and that these efforts — when made public — can contribute to brand value and brand loyalty”.
The report found that “many brands that engage in CSR have not yet effectively leveraged the full potential benefit of CSR policies and activities for their brands” and notes that INTA is ideally situated to educate brands about the benefits of such programs.
More than half of respondents (62.39%) confirmed that their organizations either have a CSR policy and/or are engaged in activities targeting the improvement of society, the environment, labor practices, equality, or other such issues. In addition, more than 88% of law firms and service firms reported providing pro bono services.
Moreover, 84% of respondents agreed that CSR policies and adopting sustainability principles as an operational priority “constitutes good economic practice and will benefit a company and/or brand” and around 50% said CSR impacts their companies’ overall branding strategies. Further, 57.98% agreed that the absence of CSR policies and practices puts companies and brands at a disadvantage in the market.
However, while organizations recognize the economic and reputational benefits of CSR, not all widely publicize their efforts. Only about 60% of respondents said that CSR policies are part of their companies’ mission statements and public-facing communications.
Commenting on the report, 2019 INTA President David Lossignol, who spearheaded the creation of Presidential Task Force that carried out the report, said: “We know that consumers increasingly want brands to be good corporate citizens, and, as such, CSR initiatives present enormous potential to garner consumer loyalty and trust, and bolster relationships, but the benefits are so much more far-reaching and universal: the lasting footprint that these efforts can have to better society is tremendous”.
INTA CEO Etienne Sanz de Acedo noted: “It is heartening to see that brands in all sectors and in all parts of the world are stepping up to do their share. There is more brands can do — and no doubt will do — to effect change especially at a time such as now when major global issues are impacting and challenging our society like never before. Given the current COVID-19 pandemic, individuals, society, and brands should reflect even more on how they can contribute to better society today and do their best to reshape the world for future generations”.