2014 Corporate Citizenship Leadership Survey

In the summer of 2014, Companies & Causes Canada reached out to a group of 100 business executives responsible for Canadian Corporate Citizenship programs. We asked for their candid responses to questions concerning their own efforts in the field, as well as their perceptions of other industry initiatives. Here are the highlights:

Respondents included professionals in the following industries:

  • Beverage
  • Entertainment
  • Extraction
  • Financial Services
  • Pharmaceutical
  • Retail/Online Retail
  • Technology
  • Telecommunications

MOST ADMIRED PROGRAMS

The survey opened by asking these leaders to name the Canadian corporate citizenship/cause marketing effort they most admired. Cited by 24% of respondents (unaided), the most admired Canadian corporate citizenship program is Canadian Tire’s Jumpstart and #2 was by Bell Let’s Talk with 16%

jumpstart bell_lavie

Other companies/programs mentioned by respondents included Cenovus Energy’s In The Lead, CIBC Run for the Cure, Dove Campaign for Real Beauty, Four Seasons’ Living Values, Kraft Hockeyville, McDonald’s Canada, Microsoft Canada, Nike, PayPal’s Pay It Forward, President’s Choice Children’s Charity, Purolator Tackle Hunger, RBC’s Blue Water Project, Telus World Wildlife Fund partnership and Tim Hortons Camp Day.

RELEVANT ISSUES

Corporate citizenship leaders were also asked what issues they would like to explore with other professionals working in the field. Quantifying business and social impact are clearly top of mind with 69% citing “determining business ROI” and 50% citing “measuring social impact.”

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The survey’s findings are being used to shape the content of Companies & Causes Canada, a conference on doing well by doing good that will take place at the Toronto Board of Trade on October 28th. Pre-registration is now open.

For more information about the survey or the conference, please contact Cause Marketing Forum President David Hessekiel at dh@companiesandcausescanada.com or +1.914.921.3914.