One in Eight Latin Americans Value Corporate Social Responsibility

For years, consumers worldwide have seen companies as social agents. The idea that corporations should only focus on providing good services and quality products is now outdated. In this context, Corporate Social Responsibility (CSR) is particularly important in Latin America.

Our latest regional survey of over 3,000 people reveals that 81% of respondents say companies’ attitudes toward the environment influence their opinions as consumers.

Social projects influence 72% of the people we surveyed, who stated they only support socially responsible companies. Furthermore, 73% said they would not recommend negligent organizations, showing that CSR is not just a formality but an essential part of business.

The impact of CSR inside and outside companies

The importance of Corporate Social Responsibility is evident in the job market as well: around eight out of ten respondents (79%) said they would never join a company lacking ethical organizational culture and business practices.

Outside of organizations, we observe that political spokespeople, celebrities, lawyers, and influencers are the least trusted in CSR communications. Conversely, scientists, university professors, employees, companies, and community leaders are seen as the most credible spokespeople, with journalists ranking ahead of CEOs.

Which Should Take Priority: The Environment or Society?

We noticed some differences in opinions among respondents about which areas companies should prioritize. For example, some Latin Americans believe that reducing air pollution is more urgent than addressing poverty.

When asked what companies could do to make a positive impact, about 59% of consumers said producing and selling environmentally friendly products, while only 19% mentioned donating to charity.

However, there is significant interest in sponsoring community projects, with 30% of people highlighting this, and 11% noting the importance of supporting local community leaders.

Country-specific concerns

Colombians expressed the most concern about water and air pollution, exceeding the regional average. Brazilians emphasized combating hunger and maintaining an environmentally friendly production and sales chain.

Chileans, on the other hand, placed more emphasis on inclusive communication and less on companies’ practical actions for society and the environment.

When talking to Peruvians, we noticed a strong appreciation for companies that organize events to engage communities, along with a concern for the quality of basic sanitation for the local population.

Further north, in Mexico, people want companies to publicize their CSR actions more, even though they don’t see CEOs as credible spokespersons for these initiatives.

Argentina, on the other hand, places the least importance on Corporate Social Responsibility. However, it places the most importance on fighting poverty.

What do NGOs think about CSR?

In addition to talking to consumers in Latin America, we also spoke with over 40 NGOs to understand how companies can support their social and environmental projects. Check out our free e-book for more data and a comprehensive view on Corporate Social Responsibility.