52% of citizens took into account the social values of companies when making purchase decisions in 2022. According to the DYM survey for La Información, both men -with 53%- and women -50%- repair in the Corporate Social Responsibility (CSR) of the firms. Likewise, knowledge about this type of business practices, which try to generate a positive social impact, has reached.
Specifically, awareness of these actions has grown by 3% compared to the previous year (2021), thus standing at 51%. In Spain, this figure is even higher: almost 60% of citizens claim to know what CSR is all about, a management model for the business line that is based on generating an effective social and/or environmental impact with the set of the society.
However, these data go further. Faced with this increase in interest in the social profile of firms, half of Spanish citizens complain that most companies do not really perform these social gestures truthfully, but rather, in their opinion, it is about appearance. Meanwhile, 20% of the total of 1,006 respondents in Spain ensure that companies only value their businesses and do not give importance to these aspects.
Of the total number of interviewees, only 15% perceive that companies really take CSR and sustainability into account. Despite this, it must be appreciated that the percentages of confidence in CSR actions have been more positive than those revealed in 2021 by the same survey. That year, up to 24% of the people assured that the only interest of the companies was the economic benefit.
On the other hand, the global data from the study, carried out with a total of 29,269 people in 36 countries around the world, indicate that the position of citizens is increasingly taking on a more skeptical vision. A further 3%, up to 42%, think that businesses are not seriously adopting a position in favor of Corporate Social Responsibility and that their actions have only been carried out for an image interest. Regarding those who believe that the brands are strictly following the guidelines for a correct CSR, the global data remains in line with the national one, at 16%.
Despite this information, a smaller proportion of people see their purchasing decisions influenced by the efforts of companies regarding Corporate Social Responsibility compared to 2021. The survey ensures that distrust in brands has moved more in the time to guide those decisions based on the social actions of companies.
Finally, the study shows that the level of educational training of people is directly related to their degree of awareness at a global level. “A higher level of education translates into a greater awareness of CSR,” she points out. Specifically, Europe heads the list of recognition of this business management model.
