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Bangkok consumers’ perceptions towards CSR efforts in Thailand

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Luncheon Talk 15 May 2008

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Bangkok consumers’ perceptions towards CSR efforts in Thailand

  1. 1. Consumer CSR Attitude SurveyConsumer CSR Attitude Survey March 2008March 2008 Conducted in BangkokConducted in Bangkok by:by: Bangkok, ThailandBangkok, Thailand
  2. 2. About Vero Public Relations Full service public relations consultancy Offices: Bangkok, Chicago, Ho Chi Minh CityHo Chi Minh City Clients: Fortune 500 companies, business associations and non-profits 2
  3. 3. CSR in Asia Pacific Historically, CSR defined by: NGOs Western governments Groups of ethical investorsGroups of ethical investors Special interest groups Elites heading philanthropic organizations 3
  4. 4. Changing Nature of CSR CSR Increasingly defined by grassroots civil society: Passionate consumers EmployeesEmployees Community groups Local governments Blogosphere 4
  5. 5. Web and Mobile Empowering People Web and mobile channels are giving strength to new voices Knitting local communities together into aKnitting local communities together into a global community Forcing dialog with business 5
  6. 6. Day 1 • Whistle Blower Day 3 • Local NGO Posts Story Online 6 Day 4-5 • Local media; Local blogs; Int’l NGO Web sites Day 6-7 • Blog translators; Int’l blogs; Web sites; Int’l media Day 8 • Bad Day for the PR Team
  7. 7. Survey SamplingSurvey Sampling Interviews conducted during March 2008 Sampling was done within Bangkok area, using random intercept Average interview time of 10 minsAverage interview time of 10 mins 300 interviews were conducted among ages 18-65, with quota sampling on sex and ages to represent population
  8. 8. 20% 5% 51-65 8% 2% Finished/Will finish Higher Finished/Will finish up CSR SurveyCSR Survey –– Overview of RespondentsOverview of Respondents 50% of our sample was under 30 years old, with equal split of gender Almost 3 out of 4 people had finished/will finish up to BA or above, thus an educated audience 23% 27% 25% 41-50 31-40 24-30 18-23 50% 50%Female Male Age Gender 62% 9% 7% 12% Finished/Will finish up to MA/MBA Finished/Will finish up to BA Finished/Will finish up to college Finished/Will finish up to high school No formal education Education
  9. 9. 5% 6% 5% 4% 11% Not working / Housewife Study Most of our sample was made up of white collar workers CSR SurveyCSR Survey –– Overview of RespondentsOverview of Respondents 8% 60% Business owner Supervisor/Manager General staff - Govt worker General staff - White collar General staff - Blue Collar OccupationOccupation
  10. 10. 2% Aware of the term CSRAware of the term CSR All but 2% were aware of the term CSR when explained in Thai words (ie “kwaam rap pit chop dtor sang-kom kong ong-gon”) 98% Aware Not Aware
  11. 11. 22% Who has most ResponsibilityWho has most Responsibility When asked to say what % of the burden should be placed among Govt, Companies and Consumers, half of the burden was placed on Govt, with one third being placed on Companies Those aged under 30 placed slightly more responsibility on Consumers to take a role compared with those over 30 47% 31% 22% Consumers Companies Government Q14 Finally, in your opinion, how much responsibility for social issues should each of the following stakeholder groups take?
  12. 12. 30% Industrial Types of Industries having ResponsibilityTypes of Industries having Responsibility Industrial and Petrol/Energy companies were regarded as the types who have most responsibility to conduct CSR 26% 17% 14% 12% Agriculture Pharmaceuticals Food Energy/Petroleum Q9 Which types of industries have the greatest responsibility to enact “kwaam rap pit chop dtor sang-kom kong ong-gon”programs?
  13. 13. 19% 1%0% 11% 0% 1% Strongly Disagree Almost all believe that companies “should” act in a responsible manner towards social responsibility, with 4 out of 5 agreeing “strongly” However, only 3 out of 4 agree that companies currently “do” act in a responsible manner , with less than 50% agreeing “strongly” on this point Those over age 30 tended to agree slightly more that companies DO act 79% 47% 19% 32% 10% Disagree Somewhat Disagree Not Sure Somewhat Agree Strongly Agree Companies SHOULD act in responsible CSR manner Companies DO act in responsible CSR manner
  14. 14. 11% 2% Far Below Average Rate own Employer’s Contribution to CSRRate own Employer’s Contribution to CSR When asked to rate how responsible was their own employer, just over half said “average”, though 1 in 3 thought their employer was “above” average Those over age 30 tended to rate their own employer slightly better than those under 30 11% 21% 55% Average Below Average Average Above Average Far Above Average Q8 How would you rate your own employer in terms of the amount of “kwaam rap pit chop dtor sang-kom kong ong-gon” that they do?
  15. 15. Chang 32% Brand (Stock) 4% Companies Recalled doing CSR (spontaneous)Companies Recalled doing CSR (spontaneous) Possibly due to the time of year (ie just after winter) and good PR exposure, Beer Chang was the company that was most remembered for having done CSR work recently in Thailand Brand (Stock) 4% PTT 6% Singha 4% Standard Chartered 5% Cannot Recall 16% Q2 Please try to remember the last time that you were aware that a company was acting in a way that is “kwaam rap pit chop dtor sang-kom kong ong-gon” in Thailand – can you recall the company name and what it was that made you think they were being “kwaam rap pit chop dtor sang-kom kong ong-gon”?
  16. 16. Type of CSR Recalled among Companies (spontaneous)Type of CSR Recalled among Companies (spontaneous) Due to the high mention of Beer Chang, blankets to the poor was the most recalled recent act of CSR But other companies mentioned for CSR were recalled for their acts of CSR including Scholarships, Funds for schools and Environmental projects also Blankets to poor in winter months 29% Scholarships to young people 16% Sports equipment to schools in rural areas 8% Mangrove/Re-Forestation projects 8% Support environmental projects 7% Funds to build schools in remote areas 6% Q2 Please try to remember the last time that you were aware that a company was acting in a way that is “kwaam rap pit chop dtor sang-kom kong ong-gon” in Thailand – can you recall the company name and what it was that made you think they were being “kwaam rap pit chop dtor sang-kom kong ong-gon”?
  17. 17. CSR acts should be done by Companies (spontaneous)CSR acts should be done by Companies (spontaneous) When asked what other types of CSR acts should be done by companies, 1 in 4 responded with Scholarships, showing that further education is seen as critical for many people Environment came second, but by a long way Scholarships to young people 26% Support environmental projects 11%Support environmental projects 11% Mangrove/Re-Forestation projects 7% Funds to build schools in remote areas 5% Money/Funds to poor people to improve life 5% Resources/Equipment to poor people to improve life 5% Sports equipment to schools in rural areas 4% Career skills/Training to disabled people 4% Q3 What other type of acts would u say that any company can, or should do, in order to show “kwaam rap pit chop dtor sang-kom kong ong-gon” in Thailand?
  18. 18. 14% Fair treatment of employees Which act of CSR most ImportantWhich act of CSR most Important When asked to choose from 4 CSR activities, Support for Future of Young People was chosen most (by just over 1 in 3 people) with Environmental matters chosen by just under 30% There was no difference seen among age groups in their choice 21% 29% 36% employees Support for future of young people (ie education) Support for environment Support for disadvantaged people Q10 What ONE type of “kwaam rap pit chop dtor sang-kom kong ong-gon”do you believe is most important for Thailand, from this list of four?
  19. 19. Ever Aware 3 most Impress Support of educational projects (eg help to schools, rural area education) 13% 27% Support of environmental improvement projects (eg mangrove, forests, water, reduce pollution) 12% 22% Support of poor/disadvantaged people projects (eg creating jobs, training of local people) 9% 12% What types of these CSR Aware of being doneWhat types of these CSR Aware of being done Educational & Environmental projects were viewed as being the most impressive, as well as the projects most had ever been aware of local people) 9% 12% Support of animal projects (eg elephants, dogs) 8% 6% Support of health & medical projects (eg help to remote clinics, vaccinations, giving blood) 10% 11% Support of other community projects (eg building infrastructure, providing transport) 7% 4% Promote environmentally friendly products/services for consumers 8% 4% Promote healthier and safer products/services for consumers 6% 2% Take steps in their company to reduce energy consumption, be more green 8% 3% Promote health and wellness for their employees (eg healthcare programmes) 7% 2% Tuition reimbursement/scholarships for employees & their families 7% 4% Alliances with local universities for training and future jobs 5% 1% Q4 Which of following acts have you ever been aware that any company has done in Thailand Q5 Choose the 3 acts that would most impress you if a company acted in a positive way to improve
  20. 20. Aware Impress On TV programme 25% 31% In newspaper article 20% 24% Sources of Information about acts of CSRSources of Information about acts of CSR Most people were made aware of CSR acts through the mass media, though a significant number of others quoted magazines and internet – and whilst mass media was chosen as preferred method to read CSR stories, internet also played a significant role among our sample In newspaper article 20% 24% In magazine article 12% 7% Company website 5% 5% Company literature/mail shots (eg a company might distribute info about what they have done, or send with credit card statements, etc) 4% 4% Internet stories 12% 14% Networking websites (eg message forums, MySpace.com, Pantip.com, etc) 4% 4% Heard from other people 9% 6% Own experience/own involvement (eg with your company in a project) 8% 5% Radio 0% 0% Q11 And where have you ever seen information to make you aware that companies did an act of CSR Q12 And which THREE of these places or sources would you say you would prefer to learn about acts of CSR
  21. 21. 3% 7% Not Sure Would you Pay More?Would you Pay More? When asked if they would pay slightly more for a product or service that was 100% responsible, an overwhelming 90% claimed that they would pay slightly more 90% No Yes Q13 Would you be willing to pay slightly more for a product that you were 100% certain was socially responsible, meaning it was made by employees who are treated fairly, in a safe working environment that does not harm the environment, etc.?
  22. 22. Public Relations Opportunities For Private Industry & AcademiaFor Private Industry & Academia
  23. 23. The Vero PR Response to Survey Private Industry Academic Alliances Scholarships LecturesLectures Knowledge sharing Internships PR collaboration
  24. 24. Academic Alliances – Public Relations Benefits Human resources Third party supportThird party support Press coverage Relationship building Government relations Client relations
  25. 25. BMRS Asia Co., LtdBMRS Asia Co., Ltd Mr. Andy GowerMr. Andy Gower VERO Public RelationsVERO Public Relations Mr.Mr. Brian GriffinBrian GriffinMr. Andy GowerMr. Andy Gower Director of ResearchDirector of Research Phone :Phone : 0 2713 60700 2713 6070--33 Fax :Fax : 0 2713 60740 2713 6074 Mobile :Mobile : 081 551 4744081 551 4744 Email :Email : Andy@BMRSAndy@BMRS--Asia.comAsia.com Mr.Mr. Brian GriffinBrian Griffin Managing DirectorManaging Director Phone :Phone : 0 2684 15510 2684 1551 Fax :Fax : 0 2684 15530 2684 1553 Mobile :Mobile : 085 167 6952085 167 6952 Email :Email : Brian@veropr.comBrian@veropr.com
  26. 26. THANK YOU!THANK YOU!

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