MORI research, CSR and employees 2000
Research undertaken by MORI and The Corporate Citizenship Company, entitled CSR and Employees, based on a sample of employees across six companies between March and May 2000, looked at the impact of CSR Programmes on Employees in Britain.
To explore the link between employee involvement in CSR activities and their advocacy of the company, two thousand employees were asked the question ‘Which comes closest to your opinion of your company as an employer? Respondents were ranked in terms of their awareness of the company’s CSR programme.
| I would speak highly of them | I would be critical |
| Not aware of CSR programmes | 50% | 23% |
| Aware, not involved | 65% | 19% |
| Involved | 82% | 13% |
Of the base of 2000 employees, 781 were involved in CSR, 1,036 were aware or not involved and 392 were not aware.
The level of advocacy was higher amongst employees that were involved:
Which of the following statements comes closest to your opinion of your company as an employer?
| I would speak highly of them without being asked | Involved 22%
Aware/not involved 15%
Not aware 10% | ADVOCACY +12% |
| I would speak highly of them if asked | Involved 60%
Aware/not involved 51%
Not aware 40% | |
| I would be critical of them | Involved 13%
Aware/not involved 19%
Not aware 23% | CRITICISM –10% |
MORI also asked a sample of 938 British full and part-time workers (July 2000) how interested they would be in participating in community schemes with their employees. 70% of respondents indicated some level of interest ranging from 21% being very interested to 49% being fairly interested.
Visit www.mori.com/csr for further research information
CSR studies: MORI Public Views 2002 and Arthur D Little – The Business Case 2003
MORI has run an annual Corporate Social Responsibility study on behalf of a number of companies since 1990. The 2002 research was conducted among a representative sample of 2,001 British adults (aged 16+) across 161 sampling points in Great Britain. Interviewing was conducted face-to-face, in respondents' homes between 6 July and 19 August 2002.
Corporate responsibility continues to be an important influence on the opinions and behaviour of stakeholders – including consumers – towards companies. On all sides companies face rising expectations of their role within society – an opportunity, but also a challenge exacerbated by declining levels of trust in corporate governance.
In 2003, Arthur D. Little published a review of research on the business benefits of corporate responsibility. It found evidence that social responsibility can help companies build market share, control risks, attract staff, stimulate innovation, gain access to cash, reduce costs and improve competitiveness.
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