CSR Communication in Transition

The Current State and Future Trends in Consumer-Oriented CSR Communication

Many companies are engaging in Corporate Social Responsibility (CSR) activities. Yet, many such companies find it challenging to effectively communicate their efforts to the customers and consumers.

A number of aspects must be taken into consideration in order to create a target-oriented CSR communication strategy. It is essential to find the right communication approach and identify the best communication instruments to reach different customer groups. Different types of consumers are interested in different information, therefore it is essential to present the information that is of most interest to each. In order to understand the information needs of different target markets, the CSCP undertook a survey of consumer-oriented CSR communications in cooperation with VERBRAUCHER INITIATIVE e.V., an organisation representing German consumers.

Survey of customer-oriented CSR communication

We conducted forty interviews with leading multinational companies and four Non-Governmental Organisations (NGOs) to explore current practice in CSR communications. On the basis of the interviews, we published a detailed report on the current state and future trends in CSR communication. The report explores the challenges that companies face when addressing consumers and outlines strategies that they can employ to overcome common problems. Some of the strategies that are explored include partnerships, consumer feedback evaluation mechanisms and target-oriented CSR communications.  The report also outlines a range of approaches to communicating CSR activities and illustrates the potential of active engagement with consumers. Survey results have been published in a research article in the German language journal UmweltWirtschaftsForum (Environment and Economic Forum).

Multi-stakeholder conference on consumer friendly CSR communication in Berlin

In 2012, the CSCP organised a multi-stakeholder conference in Berlin to explore consumer friendly CSR communication together with the VERBRAUCHER INITIATIVE e.V. Around fifty experts from the business community, political representatives, and NGOs came together to contribute toward joint guidelines for consumer friendly CSR communications. The conference featured the presentation of the CSCP survey in addition to informative keynote speakers who shared consumer-research findings from the business and political perspectives. Panel discussions and working-group sessions resulted in the development of the publication entitled “Ten Guidelines for Consumer-Oriented CSR Communication” (in German).

The CSCP combines its knowledge on CSR Communication with its experience in sustainability strategy development. Working with the private sector, the CSCP develops innovative CSR Communication strategies that enable companies and consumers to exchange information on the sustainable production and use of products.