With the recent shift in corporate roles, this report tries to understand how corporate social responsibility and the idea that businesses can “do well” by “doing good” has evolved since the Future of the Corporate Brand Study in 2007.
This study shows that transparency, sustainability, and a purpose beyond profit are becoming increasingly important and even expectations in some cases. Some highlights are the findings that transparency is necessary as more and more people are expecting broad access and accessibility. It also found that the expectations are being raised for companies and consumers are starting to avoid buying from companies that have negative impacts on the world. One final highlight is that a clear set of values that people can relate to is good for business, because consumers make decisions based on those values.