A corporate responsibility strategy is more efficient when it is associated with a long-term commitment, as opposed to a mere reaction to the organization's context. The first corporate responsibility study developed by Aflac, conducted during August and September in the market, aimed to generate data to support or refute current notions concerning the the role of corporate responsibility in the relationship between millennials and investors.
The importance of corporate responsibility in the market is reinforced when it is accompanied by a long-term commitment. According to the study, 81%O study revealed that 81% of respondents said they would more readily purchase products or services from organizations with a philanthropic role active and ongoing. The evaluation also revealed that issues such as corporate responsibility and philanthropy in brands are more present in the day-to-day life of millennials, than the over-35s. Perhaps surprisingly, the older generations don't seem to share the same enthusiasm as the younger ones.
Overall, the perspectives on corporate responsibility found vary between demographic groups and life stages. For example, more millennials (49%) than respondents outside this group (36%) would donate a portion of their salary to a cause that had affected them or someone close to them. When asked the same question, more parents (51%) than childless individuals (32%) would do the same.
The patterns found in this study show how lifestyle changes can have an impact on the public's perspective of brands, influenced by factors such as age or gender. The study shows, for example, that parents tend to see corporate responsibility and philanthropy through the eyes of their children and have a view that is closer to that of younger generations. Data like this can help an organization develop and maintain an efficient approach to corporate responsibility and link it effectively to its objectives in the marketplace.
