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Research shows how corporate social responsibility messaging can backfire

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By illuminem briefings

· 2 min read


illuminem summarizes for you the essential news of the day. Read the full piece on Phys.org or enjoy below:

🗞️ Driving the news: New research from the University of California, Berkeley, shows that corporate social responsibility (CSR) messaging can backfire, evoking negative associations among consumers
The study found that even positive framing of CSR efforts reduced support for corporate bailouts, especially when consumers had existing skepticism toward big businesses
This effect, termed "big business discontent," was particularly strong during the pandemic era when corporate bailouts were widely discussed

🔭 The context: The research involved nearly 7,000 participants who were exposed to different videos about corporate behavior, either framing companies as good or bad citizens or focusing on economic stability
Participants with negative pre-existing beliefs about corporations were more likely to associate CSR efforts with past corporate failures, regardless of the positive framing
• This study highlights the limits of traditional economic models that assume consumers are rational actors with perfect recall

🌍 Why it matters for the planet: Misguided CSR messaging could hinder efforts to gain public support for corporate-led sustainability initiatives
If positive ESG narratives evoke skepticism rather than trust, it may undermine corporate efforts to contribute to climate action and social justice
Understanding consumer perceptions is crucial for companies to effectively promote sustainable business practices

⏭️ What's next: Companies may need to rethink their communication strategies, focusing less on controversial CSR claims and more on topics that resonate positively with their audience
Redirecting messaging towards economic benefits or other non-contentious areas could enhance public support
Further research could refine approaches to overcoming consumer skepticism about corporate motives

💬 One quote: "Even if you frame information in a positive way, consumers with pre-existing negative beliefs regarding social responsibility might draw up mostly negative experiences from memory" — Tim McQuade, Associate Professor, Haas School of Business

📈 One stat: 64% of participants exposed to CSR-focused videos showed lower support for corporate bailouts compared to those who watched a video about economic stability

Click for more news covering the latest on social responsibility

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