Clipping of news on Brazilian Culture, Law and Citizenship
05/16/2013
This article was translated by an automatic translation system, and was therefore not reviewed by people.
Study indicates that the Brazilian consumer is better informed about sustainability practices and values of corporate social responsibility.
The latest survey by the Akatu - Towards the Company Welfare - indicates that the Brazilian consumer is better informed about sustainability and value the CSR practices of companies. However, are quite critical of the credibility of them: only 8% believe in what companies disclose.
Happiness is ...
This research Akatu was launched last April 25 and brings a clipping about the Brazilian moment, at a time of transition between the consumption model that the company has built and another, that is to emerge.
As Brazilian consumers are reacting to stimuli, this research Akatu connected a subjective relationship between consumption and happiness, with the results showing that Brazilians associate happiness much welfare physical and emotional and social life of the financial aspects and asset ownership.
Once basic needs are met, two-thirds of the 6,000 respondents indicated that to be happy is essential: to be healthy and have healthy family and friends and get along well with them. Only three in ten Brazilians refer to financial tranquility (above basic needs) as a prerequisite for happiness. This means that to be happy, Brazilian consumers prefer the path of sustainability than consumerism.
The behavior of firms
The research Akatu stressed that Brazilian consumers value mainly six practices in sustainable businesses. These practices are used as a parameter when choosing between one product and another.
They are:
- Decent working conditions, no child labor and no forced labor in the production chain. This practice was most valued by those who answered the survey;
- Diversity and equal opportunities. Have programs to promote diversity of gender, race and age is the second practice that consumers value most in a company;
- Fair remuneration ensuring a decent standard of living, without differentiation by age, gender, or color, another practice is highly valued by consumers;
- Well-being: consumers want to know that companies adopt measures to minimize the impacts of its activities, products and services in the health and safety of citizens in general, consumer or not that product or service;
- Equality in relation to outsourced work. Taking care workers who provide services to the company's other practice valued. Consumers understand that the so-called third party should have the same care in relation to health, food safety and contract workers;
- Efficient use of water.
On the other hand, practices that most negatively impact the purchase decision are:
- Have products that can harm the health or safety of the consumer / citizen;
- Making false advertising.
Skepticism
The research Akatu also shows that consumers are more skeptical of the veracity of the practices that companies adopt state. Only 8% believe in the company information. This percentage dropped compared to that presented by the 2010 survey, which was 13%.
One reason for this skepticism has to do with the increased knowledge on the part of people in general, on corporate social responsibility and sustainability. Between 2010 and 2012, Akatu found that the group of people who "heard" sustainability rose from 44% to 60%. Those seeking information rose from 14% to 24%.
The themes Sustainability and Social Responsibility also stood out in the survey as two of those on whom more consumers seek to inform. In 2012, respectively 24% and 25% of consumers said they get interested in the subjects in technical tie with traditional subjects like politics (which has 30% of consumer preferences) and Corporate & Business (26%).
In fact, there may be a 'collection' of consumers for greater transparency in the companies. Process transparency, accountability, coping dilemmas. Transparency in the values it embraces.
The skepticism of consumers says a lot about the credibility of enterprises in society itself. And credibility is a process that builds along with the shareholders, stakeholders in the company, with the company. Credibility needs shared values and principles that bring with them the ethical foundations on which the company will build on its reputation.
Sustainable management assumes that the demands of stakeholders need to be internalized in strategic business directives. This process depends on a "dialogue", which is not a simple conversation, but a "hearing" and "understanding" deep and multilateral interests of each party and how the demands can be met. The values then structure this dialogue, because they guarantee a foundation common to different ones by nature.
Skepticism thus can also indicate a lack of dialogue and transparency in the company information.
Source: Akatu
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This article was translated by an automatic translation system, and was therefore not reviewed by people.