Environmental and social responsibility continues to be a focal point for college students. Students are showing a greater commitment towards those brands that are continually improving and contributing to the social issues they care about most. For an increasing number of students, social consciousness plays a part in purchase intent and brand loyalty. While two thirds of students believe it's important for everyone to become more eco-friendly and aware of environmental issues about six in ten students say they're actually interested in purchasing more eco-friendly and sustainable products. Generally speaking, the definition of social responsibility can mean lots of different things to students. With that said, as a follow up to last year's social responsibility Immersion we asked students once again to tell us what social responsibility means to them. Moreover, we also asked students to tell us who they thought the three most socially responsible companies and brands were.
Top Characteristics Of Socially Responsible Behaviors:
Eco-friendly/"green" practices - 84%
Ethical/responsible business practices - 73%
Charitable contributions/philanthropy - 71%
Community outreach - 56%
Hiring/labor practices - 47%
Most Socially Responsible Companies & Brands (First Mention)
1. Ben & Jerry's - 16%
2. Burt's Bees - 12%
3. Coca-Cola - 10%
4. Starbucks - 8%
5. Whole Foods Market - 7%
6. Patagonia - 6%
7. Kashi - 4%
8. Stonyfield Farm - 4%
9. Timberland - 3%
10. Seventh Generation - 3%
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