Member Article

Consumers demand social impact transparency from brands as Hopscotch launches bespoke model to support businesses

Research reveals that 76% of UK consumers believe brands should be transparent in their social impact activity in response to current and emerging societal issues.

The vast majority of UK consumers (82%) think that a brand’s reputation can be improved while 72% believe that brands aren’t communicating enough about responses to societal issues like the cost-of-living crisis and inflation, according to a recent survey of over 2,000 UK consumers. The latest Brands in Motion global report, developed by Hopscotch’s parent company WE Communications, uncovers key insights into UK consumers’ attitudes towards corporate reputation, including the need for many companies to increase communications on social impact.

As pressures push in from all angles – economic uncertainty, political turmoil, social justice issues and environmental disasters, consumers are urgently looking to companies to address larger societal issues.

Other key findings from the report include:

• 87% of UK consumers believe that being transparent on their progress towards commitments to customers and employees is a way for brands to gain trust.
• 79% identify transparent data that outlines a company’s actions and results as one of the most authentic ways for brands to communicate social impact characteristics and build positive reputation.
• UK consumers highlight education opportunities and climate change as two of the top 5 issues currently faced.

To help businesses navigate mounting external pressures and increased consumer demands, Hopscotch has launched The Path to Impact framework. The bespoke model identifies the five phases of social impact – diagnose, define, act, prove and share – to provide brands with a roadmap to defining and adopting an organization’s social impact strategy, finding a balance between what’s best suited for that business’s corporate reputation and society at large. The framework also helps to ensure actions align to a company’s purpose and tackles the issues that matter most to key stakeholders and audiences.

Commenting on the research and framework Marcus Hernon, Managing Director of Hopscotch said: “Organisations are under increasing pressure to show authenticity, transparency and commitment to address issues that matter to society. Our Path to Impact approach provides a fully integrated offer that puts us at the intersection of social need and our clients’ business objectives. With climate change and education opportunities being in the top five issues that most concern consumers, Hopscotch is well placed to help steer organisations on their impact journey.”

This was posted in Bdaily's Members' News section by Business News .