Providing good jobs is most important corporate responsibility according to APAC consumers, said a recent study by GfK. The study also found that consumers in APAC also expect companies to focus on producing good quality products/services and protect their workers.
Asian consumers also have a slightly stronger opinion about companies protecting the health and safety of their workers, making this the next most important corporate responsibility in the region – as compared to being environmentally responsible which ranks third globally.
These are the findings from a GfK survey that asked over 27,000 internet users across 22 countries to choose the three most important company responsibilities from a list that ranged from advertising honestly, to helping to educate people, as well as providing a good return for stakeholders.
The countries included in the survey are Argentina, Australia, Belgium, Brazil, Canada, China, Czech Republic, France, Germany, Hong Kong, Italy, Japan, Mexico, Netherlands, Poland, Russia, South Korea, Spain, Sweden, Turkey, UK and USA.
Some variation in views exists within the five markets Asia Pacific markets surveyed.
The top responsibility agreed by global and Asian consumers—providing good jobs for people – did not make it to the top three in China. In fact, Chinese consumers are most concerned that companies protect the health and safety of workers and are environmentally friendly (both 47%), followed by producing good quality products and services (44%).
China and Hong Kong also have the second and third highest levels of people globally who see protecting the health and safety of its workers as one of the top three most important responsibility for any company (47% and 46% respectively).
Michael Mueller, APAC COO for GfK said: “The findings are essential for companies to ensure that they invest their corporate social responsibility (CSR) budget on the areas that actually matter most to the consumers in each specific market.”
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