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Kingfisher survey shows public scepticism over corporate CSR measures

A YouGov poll carried out on behalf of home improvement retailer Kingfisher plc, whose UK businesses include B&Q and Screwfix, shows that only 24 per cent of the population think large companies have a positive effect on their local community and environment, with 26 per cent actually believing they have a negative impact.

More than half are sceptical about why companies spend time and money on such measures, believing their motivations are purely to make more money and only five per cent believe that it's because they want to do their bit to help the future of their local community and environment. It's not that the public think large companies can't make a difference. Indeed 41 per cent agree that big business can really make a positive difference.

However, those companies who are seen to be doing their bit stand to reap big dividends, as the poll shows that 43 per cent of people are more inclined to use their services. This is supported by recent research, which showed that the average spend of customers who know that a business makes a positive contribution to their community is double that of those who think it makes no such contribution.

Working with schools and youth organisations is the top activity people think is the most beneficial thing large companies can do (28 per cent), followed by allowing employees to share in success through profit sharing or employee shares (22 per cent), making donations to local charities (16 per cent) and helping the environment by offsetting or minimising carbon emissions (16 per cent).

In these cash strapped times, 47 per cent of those polled believe it is more important to give something back, despite the current economic climate.

Source : 4-Traders

15 October 2012
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