A local approach to global CSR

Dan Soulas
Echo Research

Global trends can tell you only half the story. The truth is that consumers in different markets require different actions and different messages.

That's as true in corporate social responsibility as it is in fashion, TV or FMCG. In fact, when it comes to CSR, even different parts of one country can have different needs.

A study by Echo Research – conducted in conjunction with Cone Communications in 10 key markets around the world and based on opinions from more than 10,000 consumers as well as interviews with key local experts – highlights the increasingly localised nature of consumer expectations.

For example, consumers in China's major cities want companies to go beyond the law and create change, while those in Southern China, the epicentre of manufacturing, want compliance, human rights and product safety.