Clipping of news on Brazilian Culture, Law and Citizenship
08/05/2013
This article was translated by an automatic translation system, and was therefore not reviewed by people.
Search Akatu highlights that consumers are better informed about sustainability, have more interest in Corporate Social Responsibility and are most critical for enterprises
The Akatu launched on Thursday (25/04) Research Akatu 2012: Towards Welfare Society. This is the eighth edition of the series of publications on Corporate Social Responsibility - Perception by the Brazilian held since 2000. The survey portrays a Brazilian consumers that even in an economic climate more consumption remains unchanged their daily behavior of consumption, have more interest and greater knowledge about sustainability and Corporate Social Responsibility and is more critical and picky about companies' practices these areas. The research, which was sponsored by Grupo Pão de Açúcar, Natura, Nestlé and Unilever, interviewed 800 people over 16 years, from all social classes and 12 capital and / or metropolitan areas throughout the country
Although the survey indicate a stable number of consumers classified as "Conscious" - around 5% of the population - grew in membership practices of consumption, even at that time, only very occasional and not continuous. 11 behaviors considered indicative of conscious consumption when adding to consumers who adhere "always" those behaviors that adhere "sometimes" eight behaviors showed an increase compared to 2010, among them: planning the purchase of food and clothing, turning off lights, closing taps, use the back of the paper and read product labels.
This trend is reinforced by another important result of the research: asked to prioritize their desires, respondents opted for a significant majority, for more sustainable solutions. In five of the eight subjects offered (warmth, food, water, mobility, durability, energy, waste and health), they gave preference to alternatives related to "path to sustainability" than those related to "consumerism". An example is the theme of affection, which has the largest difference between consumers who prefer the scenery more sustainable (spending time with friends and family - with priority index of 8.3 on a scale 0-10) instead Consumerist (buy gifts - with index 2.6). Note that apreferência the "path to sustainability" occurs in all social classes, age groups and in all socioeconomic and geographic segments.
For Brazilians, the concept of happiness is related to a preference for more sustainable ways. When asked what they consider to be happiness, two-thirds of respondents indicated that being healthy and / or have your family healthy is an essential factor. For 60% of the public who responded to the survey, getting along with family and friends also closer to happiness. Only three out of 10 Brazilian financial tranquility indicated in their responses about "what is happiness to you?". "The study shows that much of the Brazilian society already share, even in a diffuse and barely conscious, the notion that once basic needs are met, the pursuit of happiness involves taking the path of sustainability and not consumerism "says Helio Mattar, President and CEO of the Institute Akatu.
PURCHASE DECISION
By valuing more conscious consumption and more sustainable options, the Brazilian consumer has also become more demanding with respect to the performance of companies. The survey reveals that Akatu corporate behavior directly impacts the purchasing decisions of consumers, highlighting five aspects as motivators of preference or admiration for certain businesses: "Not mistreating animals" (52%), "Good relations with the community "(46%)," Having seals for environmental protection "(46%)," Helping to reduce energy consumption "(44%) and" Having seal guarantee good working conditions "(43%). The two practices that most negatively impact consumer willingness to buy products from a company or speak well of it remain the same for 2010 and previous years: "Having products that can cause damage to the physical integrity of its consumers" (72%) and "Making false advertising" (71%).
"Knowing that the adhesion potential consumer awareness and sustainability have already expressed the desires of consumers is a warning sign for companies and leaders in general, which should further evaluate their strategies to further explore a model depleted, unsustainable and conflicting with the aspirations of consumers and their conceptions of happiness ", indicates Mattar. "Sustainability and social responsibility are and will remain key pillars to support the transition of civilization in which we are all involved. Therefore, these pillars must be incorporated into the actual practices of the companies, "he adds.
On the other hand, research indicates that there was an increasing skepticism of Brazilian companies with respect to: the percentage of consumers, already low in 2010, who believed wholeheartedly in what companies disclose about their practices Corporate Social Responsibility fell from 13% to 8%.
Increasing skepticism relates possibly with the growth of understanding about sustainability and the interest for information. The number of Brazilians who "heard" the term sustainability has increased from 44% to 60% in two years, and the interest of seeking information on the subject (14% to 24%). When compared to many others, the only two subjects who had significant growth in the level of consumer interest were precisely the Corporate Social Responsibility and Sustainability: in 2010, they were both at a level lower than all others, and in 2012, 24 % indicated their interest in the topic 25% Sustainability and Corporate Social Responsibility at virtually the same level of traditional subjects such as Business / Business (26%) and policy (30%).
Reflecting on the role of business, Mattar pointed out that "there are certainly key roles to be played by all social actors. But it is also true that companies have a key role in the process, encouraging and giving concreteness to the path towards a more sustainable society, to include the billions of human beings still deprived of the basic conditions for the promotion of their welfare and material security, respecting the limits of the planet. "
TO DOWNLOAD:
Full Report of Research Akatu 2012: http://bit.ly/Pesquisa2012
Summary of conclusions Search Akatu 2012: http://bit.ly/SUM2012
Source: Akatu
Our news are taken in full from our partner sites. For this reason, we can not change the contents of the same even in cases of typos.
This article was translated by an automatic translation system, and was therefore not reviewed by people.