Reveal Marketing Research Study: Perceptions Regarding Social Brand Engagement
How important is it for Romanians for brands to communicate and get involved in social responsibility projects? What do they think about brands that get involved in social issues? Do they know of any brands that are involved? The new study “Perceptions Regarding Social Brand Engagement “, conducted by Reveal Marketing Research, aims to discover Romanians’ perceptions about brand involvement in social responsibility projects but also what are some ways in which brands can get involved in such projects.
The most important topics and categories of social involvement in Romania that consumers believe brands should communicate through social responsibility campaigns
7 out of 10 Romanians at national level state that brands should get involved and communicate on social topics and also topics related to the civil society and community. 67% also believe that topics that are relevant in a given period need to be communicated. The involvement and communication of political issues is considered to be appropriate by only 49% of respondents.
By age group, young people aged between 18 and 34 are of the opinion that brands should be significantly more involved in political issues (57%) than the total sample surveyed (49%). On the other hand, people over the age of 55 believe that the level of brand involvement in political issues should be to a much lesser extent (38%).
81% of respondents believe that brands should advocate for world peace
In terms of categories of social involvement, 83% of respondents believe that brands should support environmental protection, 81% believe that brands should advocate for world peace, and 79% of brands should focus on children’s rights. All categories under analysis scored over 75%, with education accounting for 76%, and health and human rights accounting for 78%.
Significant differences are observed only for the 45-55 age group, which considered to a significantly greater extent that brands should be involved in all social categories, namely health (83%), education (81%), child / human rights ( 80%), but especially in protecting the environment (88%) and world peace (86%).
Ways for brands to get involved
Conducting fundraising campaigns in support of certain causes is the main way for a brand to get involved for 38% of respondents. The second way is to promote and present the actions taken by brands in support of the cause, for 28% (mostly young people aged 18 to 24) and 20% of respondents (particularly people aged 45 to 55). years) responded that brands should organize volunteer activities in support of the cause. At the same time, marketing campaigns in support of the cause are another way of involving brands (13%).
Brands that support projects of involvement in society
On the first two places in the top of the companies that support social involvement from the perspective of the respondents is the retail area – 15% have knowledge about such social responsibility projects. The top of the companies involved in community issues is also completed by the telecommunications industry with a percentage of 7%.
In fact, the most mentioned CSR campaigns are those of environment, recycling, nature (57%), campaigns to support access to education (46%), charitable actions in general – volunteer projects, animal rescue, etc. – (43%), projects and campaigns for children (38%) but also construction / donations for hospitals (29%), cancer prevention projects (27%) and campaigns for sports and healthy living, nutrition, organic food.
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About Reveal Marketing Research
Methodology: The Reveal Marketing Research study was conducted online from March 7 to March 10, 2022, on a representative sample for the universe of people aged 18+, from urban and rural areas. The sample size was 1,004 respondents, and the maximum sampling error is +/- 3.1% at a 95% confidence level.
*** The data belongs to the market research company Reveal Marketing Research and is used to put in context the future business studies for the company’s clients.