Companies warned not to forget CSR

A total of 66% said that being trusted to deliver on social and environmental policies is critical to business success.

“Sustainability is central to Nestlé’s success as a business, as to all other successful companies,” said a Nestlé spokesperson. “The recession will not compromise comapnies’ ongoing concern to tackle climate change.”

OgilvyEarth also questioned consumers and discovered that 40% were more concerned with environmental and social issues now than before the recession began.

The study highlighted a growing interest in businesses’ activities, with 29% of consumers claiming to pay more attention to a product’s environmental and social credential now compared to a year ago.

“These findings clearly undermine the expected belief of eroded consumer attitudes towards ethical brand behaviour in economical times,” said Ogilvy PR’s EMEA managing director Ash Coleman-Smith.

“The ability to maintain a prudent corporate social responsibility platform during a difficult trading environment is paramount for companies to position themselves for competitive gain when the economy recovers.”

United Biscuits has already committed to reduce its packaging by 20% by 2015, compared to 2003 last year, under its Achieving Sustainability report.

“Using less packaging and therefore incurring lower costs is even more important in a recession,” said UB’s European packaging controller Barry Pamplin. “The goals of achieving environmental sustainability and being cost efficient are not mutually exclusive.”

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