November 2011 Best Practice Network Webinar series, presented by VolunteerMatch Session Description: The CR Opportunity: Companies as Social Partners Welcome to the world of responsible business. The unequivocal takeaway from the 2011 Cone/Echo CR Opportunity Study, which surveyed 10,000 people in 10 countries, is that consumers globally believe companies have an explicit responsibility to help change the world. In this session, Cone profiles the expectations and actions of consumers across the world and examine how companies and NGOs can tap this passion for business and social opportunity. Insights Supervisor Sarah Kerkian discusses key insights from the study including how companies can become social partners by engaging consumers through philanthropy and volunteerism. About Our Guest Speaker: Sarah Kerkian is the Insights Supervisor of Research and Insights at Cone Communications. Sarah's work bridges the Cause Branding, Corporate Responsibility and Research and Insights disciplines, and her expertise includes research strategy and execution, trend monitoring and analysis, writing and presentation development. Sarah has executed more than 10 industry-leading research studies in her time at Cone, including the first-ever consumer cause behavioral research and the brand-new global CR study.

1. The CR Opportunity:
Companies as Social Partners
November 16, 2011
Guest Speaker:
Sarah Kerkian
Insights Supervisor
Cone Communications
Moderator:
Casey Brennan
Marketing Manager
VolunteerMatch
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2. To Ask Questions
Type questions into the box on the
right side of the your screen
Submit via Twitter to
@VM_Solutions using “#BPNCone”
We will pose questions at the end of
the presentation
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4. Cone Communications
We strive to help brands build trusted relationships
with key stakeholders
Five Core Disciplines Industry-Leading Research World-Class Clients
• Cause BrandingSM
• Corporate Responsibility
• Nonprofit Marketing
• Brand Marketing
• Crisis Prevention &
Management
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5. Method
Online Study
June 2011
10,024 Adults
5,009 Women, 5,015 Men
10 Countries
10 Experts
± 1% Margin of Error
95% Level of Confidence
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6. Why It’s Important
The Report
• Frames opportunities for
business
• 94% of consumers in the
world’s largest countries want
to see more companies support
worthy issues
• Companies are essential
because they have resources
governments and NGOs do not
• But, it’s not a “one-size-fits-all”
world
• Differentiation and
customization in a global
market are a must
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7. Compliance Alone is Not Enough
93%
Expect companies to go
beyond compliance to
operate responsibly
94%
Expect companies to analyze
how their practices affect
society and evolve them to
make the impact as positive
as possible
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8. Consumers Demand Change
The Opportunity
• 81% of consumers expect
companies to do more than
make money or support their
local communities
• U.S.: 27% believe the role of
business is to advocate for
change
• China: 56% believe the role
of business is to advocate for
change
• Brazil: 51% believe the role
of business is for companies to
change the way they operate
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9. Consumers Demand Change
The Opportunity
• 81% of consumers expect
companies to do more than
make money or support their
local communities
• U.S.: 27% believe the role of
business is to advocate for
change
• China: 56% believe the role
of business is to advocate for
change
• Brazil: 51% believe the role
of business is for companies to
change the way they operate
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10. Location Matters
The Opportunity
• Citizens globally may agree on
what companies should
address, but are divided when
it comes to where
• Largest countries want local
impact: U.S. (47%), Russia
(51%), China (49%)
• Japan (49%) sole country to
want national impact
• Key emerging countries want
global impact: India (41%),
Brazil (46%)
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11. Location Matters
The Opportunity
• Citizens globally may agree on
what companies should
address, but are divided when
it comes to where
• Largest countries want local
impact: U.S. (47%), Russia
(51%), China (49%)
• Japan (49%) sole country to
want national impact
• Key emerging countries want
global impact: India (41%),
Brazil (46%)
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12. Focus on Material Issues
The Opportunity
• Addressing a full range of
issues is the cost of doing
business and what consumers
expect
• Economic development (34%)
is the issue that takes
precedence for consumers
• U.S.: 43% cited economic
development, more than any
other country
• China: 38% said environment
was priority
• Brazil: 20% emphasized
education, a close second to
economic development (26%)
• No matter what the issue,
consumers stand ready to
reward with trust, loyalty,
advocacy, engagement and
increased sales
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13. Focus on Material Issues
The Opportunity
• Addressing a full range of
issues is the cost of doing
business and what consumers
expect
• Economic development (34%)
is the issue that takes
precedence for consumers
• U.S.: 43% cited economic
development, more than any
other country
• China: 38% said environment
was priority
• Brazil: 20% emphasized
education, a close second to
economic development (26%)
• No matter what the issue,
consumers stand ready to
reward with trust, loyalty,
advocacy, engagement and
increased sales
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14. Focus on Material Issues
The Opportunity
• Addressing a full range of
issues is the cost of doing
business and what consumers
expect
• Economic development (34%)
is the issue that takes
precedence for consumers
• U.S.: 43% cited economic
development, more than any
other country
• China: 38% said environment
was priority
• Brazil: 20% emphasized
education, a close second to
economic development (26%)
• No matter what the issue,
consumers stand ready to
reward with trust, loyalty,
advocacy, engagement and
increased sales
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15. Focus on Material Issues
The Opportunity
• Addressing a full range of
issues is the cost of doing
business and what consumers
expect
• Economic development (34%)
is the issue that takes
precedence for consumers
• U.S.: 43% cited economic
development, more than any
other country
• China: 38% said environment
was priority
• Brazil: 24% emphasized
education, a close second to
economic development (26%)
• No matter what the issue,
consumers stand ready to
reward with trust, loyalty,
advocacy, engagement and
increased sales
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16. Starbucks “Create Jobs for USA”
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17. Apply Business Assets
The Opportunity
• Consumers expect companies
to use their entire portfolio
• Changing the way companies
operate (31%) is the one
global priority
• U.S.: Cited making donations
more than any other country
(11% vs. 7%)
• Japan: 29% want companies
to develop new products and
services that address needs
• India: 21% want companies
to raise awareness for issues
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18. Apply Business Assets
The Opportunity
• Consumers expect companies
to use their entire portfolio
• Changing the way companies
operate (31%) is the one
global priority
• U.S.: Cited making donations
more than any other country
(11% vs. 7%)
• Japan: 29% want companies
to develop new products and
services that address needs
• India: 21% want companies
to raise awareness for issues
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19. Apply Business Assets
The Opportunity
• Consumers expect companies
to use their entire portfolio
• Changing the way companies
operate (31%) is the one
global priority
• U.S.: Cited making donations
more than any other country
(11% vs. 7%)
• Japan: 29% want companies
to develop new products and
services that address needs
• India: 21% want companies
to raise awareness for issues
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20. Changing the Way They Do Business
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21. Consumers Will Reward and Punish
The Opportunity
• Consumers are purchasing
products with
cause/environmental benefits
and would do more
• Companies can be a conduit to
enhanced volunteering and
donations
• But beware, consumers will
use their voices and punish a
company if it acts
irresponsibly
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22. Consumers Will Reward and Punish
The Opportunity
• Consumers are purchasing
products with
cause/environmental benefits,
and would do more
• Companies can be a conduit to
enhanced volunteering and
donations
• But beware, consumers will
use their voices and punish a
company if it acts
irresponsibly
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23. Consumers Will Reward and Punish
The Opportunity
• Consumers are purchasing
products with
cause/environmental benefits,
and would do more
• Companies can be a conduit to
enhanced volunteering and
donations
• But beware, consumers will
use their voices and punish a
company if it acts
irresponsibly
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24. Consumers Expect Two-Way Dialogue
The Opportunity
• 93% want to know what
companies are doing, and they
want to be heard (91%)
• 89% of consumers believe
companies share only the
positive, while withholding the
negative
• 71% are confused by the CR
messages
• On the product/package
(22%), media (21%) and
advertising (16%) are the
most effective channels to
reach consumers
• 88% say it’s ok if a company
is not perfect, as long as it is
honest
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25. Consumers Expect Two-Way Dialogue
The Opportunity
• 93% want to know what
companies are doing, and they
want to be heard (91%)
• 89% of consumers believe
companies share only the
positive, while withholding the
negative
• 71% are confused by the CR
messages
• On the product/package
(22%), media (21%) and
advertising (16%) are the
most effective channels to
reach consumers
• 88% say it’s ok if a company
is not perfect, as long as it is
honest
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26. Consumers Expect Two-Way Dialogue
The Opportunity
• 93% want to know what
companies are doing, and they
want to be heard (91%)
• 89% of consumers believe
companies share only the
positive, while withholding the
negative
• 71% are confused by the CR
messages
• On the product/package
(22%), media (21%) and
advertising (16%) are the
most effective channels to
reach consumers
• 88% say it’s ok if a company
is not perfect, as long as it is
honest
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27. Consumers Expect Two-Way Dialogue
The Opportunity
• 93% want to know what
companies are doing, and they
want to be heard (91%)
• 89% of consumers believe
companies share only the
positive, while withholding the
negative
• 71% are confused by the CR
messages
• On the product/package
(22%), media (21%) and
advertising (16%) are the
most effective channels to
reach consumers
• 88% say it’s ok if a company
is not perfect, as long as it is
honest
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28. Consumers Expect Two-Way Dialogue
The Opportunity
• 93% want to know what
companies are doing, and they
want to be heard (91%)
• 89% of consumers believe
companies share only the
positive, while withholding the
negative
• 71% are confused by the CR
messages
• On the product/package
(22%), media (21%) and
advertising (16%) are the
most effective channels to
reach consumers
• 88% say it’s ok if a company
is not perfect, as long as it is
honest
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29. Coca-Cola “Arctic Home”
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30. Companies are Making an Impact
The Opportunity
• 93% of consumers believe
companies have made at least
some positive impact on the
world
• 68% say a company’s efforts
have improved the quality of
their own or other people’s
lives
• 59% credit companies with
helping to educate them on
important issues
• 56% said they were inspired
to support something new
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31. Companies are Making an Impact
The Opportunity
• 93% of consumers believe
companies have made at least
some positive impact on the
world
• 68% say a company’s efforts
have improved the quality of
their own or other people’s
lives
• 59% credit companies with
helping to educate them on
important issues
• 56% said they were inspired
to support something new
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31

32. Companies are Making an Impact
The Opportunity
• 93% of consumers believe
companies have made at least
some positive impact on the
world
• 68% say a company’s efforts
have improved the quality of
their own or other people’s
lives
• 59% credit companies with
helping to educate them on
important issues
• 56% said they were inspired
to support something new
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32

33. Companies are Making an Impact
The Opportunity
• 93% of consumers believe
companies have made at least
some positive impact on the
world
• 68% say a company’s efforts
have improved the quality of
their own or other people’s
lives
• 59% credit companies with
helping to educate them on
important issues
• 56% said they were inspired
to support something new
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33

34. Pampers “1 Pack = 1 Vaccine”
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35. Country Insights
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36. Country Customization
The Insights
• Each market requires unique
programs to enhance
consumer engagement and
ensure effectiveness
• Roles and perceptions of
stakeholders (e.g., NGOs,
business, government, media)
are different from country to
country
• Philanthropy and volunteerism
are not the cultural norm, but
consumers show a willingness
to join corporate efforts
• Business has the opportunity
to differentiate and lead
change in developing nations
• Consumers can be advocates
if companies use frank and
honest communication
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37. Thank you!
Sarah Kerkian
Cone Communications
Insights Supervisor
SKerkian@coneinc.com
617-939-8389
@sarahkerkian
Available Materials:
• Full Report
• Press Release
• Fact Sheet
• Video
www.coneinc.com/globalCRstudy
@ConeLLC #coneresearch
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38. Stay Informed
Blog:
www.VolunteeringIsCSR.org
Twitter:
@VM_Solutions
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39. December BPN
Cause Marketing on Facebook:
Truths, Tips and Trends from Pioneers
Guest Speaker:
Megan Strand
Director of Communications
Cause Marketing Forum
Tuesday
December 13, 2011
10-11 a.m. PT (1-2 p.m. ET)
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