CSR & Cause Market Study of India 2015

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I Impact India Partners
CSR Strategy & Execution | NGO Marketing & Communication
CSR & Cause

Market Study of
India - 2015
Table of Contents
CSR & Cause Market Study of India-2015
Message
Introduction
Role of Business in Society
Cause Market
Communication
Consumer Behaviour
Laboratory Analysis
Generation I
Real Target Audience
Chain Reaction
Sample Demographics
About I Impact India Partners
3
4
5
6
9
12
14
15
16
17
18
19
Your message needs to believed,

not just communicated !
In 2009, we realized that cause marketing as a

concept was gradually coming to India. A lot of
MNCs like Airtel, HUL, P&G etc. had started
implementing their international best practices of
Corporate Social Responsibility (CSR). The
movement got stronger with the Indian
government bringing the Companies Bill 2013 ,
Clause 135 into action in 2013. With the first year
of implementation of mandatory CSR successfully
coming to an end, we planned to take a
comprehensive consumer feedback on cause
market and CSR. The aim was to know how the
CSR initiatives taken up by a brand change the
consumers perception about the brand.
CSR came into the mainframe only a few years back, and has influenced the
purchasing behavior of the Indian consumer to quite an extent. In this digital
age, Indian consumers are more aware than they have ever. been When they buy
a product, they buy the story behind it and not just the product. According to
Hindu mythology, one must donate 10% of ones earnings towards charity, CSR
works on parallel lines. It is the consumers belief that the corporates, in some
way or the other, must give back to the society they operate in.
It is not just about standing for a social and environmental issue, its about
measuring progress towards complete solutions. The new millennials, the needs
and demands of the next generation of consumers and donors have to be
recognized in order to build a stronger cause for mission. This report aims at
giving crucial insights to corporates, non-profits, consultants and practitioners
about how these corporate houses can mold their strategies for better and
sustainable impacts.
Onkar Kishan Khullar | Managing Partner , I Impact India Partners
Consumers are buying causes and

not products
When a consumer in India prefers to buy a Classmate notebook over those of

other brands, it is because he feels that 1 Rupee will go to a childs
education. Therefore, he is not only buying the product, but also the cause
behind it. The product aligned with CSR can always build a stronger cause for
mission. The cause or the NGO associated with the brands CSR also
strengthens the consumers belief in it.
Similarly, taking the cause of saving electricity, if consumers start buying
products which save electricity even if they are priced higher, the sole reason
would not be saving on cost, but also saving electricity. Indian consumers are
34% more likely to pay a premium for products if the products are ecofriendly
Role of Business in Society
Every brand has a different target segment and therefore the expectations of
these target groups are also different. Similarly, the role that Indians expect
the businesses to play in the society will also vary significantly.
It is not just about writing the cheque, it is about investing that money.
A consumers take on what they think is the role of the business, can vary
significantly. It is important for a brand to understand what their target
audience feels is the ideal role of a business in the Indian society. The
following 5 roles have been identified:1.
2.
3.
4.
5.
Businesses should support larger social or environmental issues by

donating products or services, money or volunteering,
Businesses should not only support but advocate for change in larger
social or environmental issues by increasing awareness of the issue
and donating products or services, money or volunteering,
Businesses should change the way they operate to align with greater
social and environmental needs,
Businesses exist to make money for shareholders and are not
responsible for supporting social or environmental issues,
Businesses may play a limited role in the communities in which they
operate, but are not necessarily responsible for supporting social or
environmental issues.
26%
1
35%
20%
6%
13%
5
5
Cause Market
Selecting a cause can be a big task for corporates. This is
because the cause needs to align with a lot of things like
stakeholder expectations, companys product/services, core
values, areas of operation, team composition, employee
expectations, causes selected by the competitors and most
importantly, the cause the target market wants them to address.
Causes for corporates can be broken down in 4 types:
Core Competency
Geographic Location
Target Audience Based
Close to the Heart
In this segment of research, we have tried to find out one cause that the
consumers want the corporates to address on priority. There are high
possibilities that a lot of consumers may not want corporates to look into
causes like Old Age, thinking of individual donations to be sufficient for such
causes. They might feel that corporates must invest their money in those areas
of the society where huge amounts of social investment is required. It is
therefore, safer for firms to first study the cause market to understand the
dynamics of the causes involved, and then try to align them with its values and
product/service.
Cause the Consumers wants Companies to Address on Priority
21%
17%
66%
%
Old Age
13%
%
44%
Poverty
13
Women
12%
17%
12%
Children Employment
21%
Education
15%
15%
12%
12%
Health Environment Education

& Disease
Which issues to focus on?

International
20%
National
45%
Local
35%
Individuals
37%
45% Indians want corporates to focus on national issues.
Who creates
the Impact?
63%
Businesses
The research has looked at communication through 3 different perspectives:1)

2)
3)
4)
Communication
Level of awareness about CSR amongst the consumers

Most effective medium of communicating CSR to consumers
Effectiveness of CSR communication
Use of Social Media in communication of CSR
Communicating CSR should not just be a strategic part of the activity because
a tangible impact in the society created by a specific brand will not only
resonate but also inspire people. Companies can take initiatives wherein they
can take the support of their customers to create an impact.
India as a country by now, has a reached a stage where a lot of consumers want
to be part of a social activity and do their bit for the society. However, the
problems lies in the fact that they do not get to know about such activities.
Therefore, communication of CSR activities is a major and vital part of the
entire exercise.
ALS ice Bucket Challenge was not a CSR initiative but a fundraising campaign
for a social cause. It is evident from this campaign that activities in the social
sector can also be fun and quirky. ALS became the 5th most searched word on
Google globally. People now, not only want to be a part of a social campaign
but are also keen on sharing it with the society. But the cause needs to be
effective.
9
Source: Google Top Charts 2014
How many CSR activities are

consumers aware of?
05
10 & Above
71%
11%
Most effective medium of

communicating CSR
Social Media
Channels
26%
6%
Company Website
15%
Advertising
7%
In-Store Promotion
6- 9
18%
Product Packaging
23%
Mail & Mobile Phone

Media
3%
15%
9%
Sponsored Events
10
How do consumers use social media

with respect to CSR?
26% Share information about the positive impact a firm is making
30% Contribute directly to a campaign led by a firm
18% Make others join the cause of the corporate
20% Inform people about an unethical act of a firm
6%
How many causes should a corporate

support?
%
31
%
46
Two-Three Cause
One Cause
Get more information about the firm and its activities
23%
N number of causes
Key Takeaway : Make sure the TG is not Confused
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Consumer Behavior Towards CSR

Corporate Social Responsibility not only impacts the society directly through
investment in social causes, but also leaves an indirect impact on the consumers
mindset. The change in the purchasing behavior of the consumer is based on the
companys CSR activities. People tend to buy products which have a social value
attached to them and boycott products which contribute negatively towards the
society.
Consumer perception, whether positive or negative, depends on the work the
brand carries out. Taking the example of Uber Cabs, when a woman was raped by
the cab driver last year, the entire nation stood for the rights and safety of women
by boycotting the app-based taxi service. However, when the company accepted
their mistake and tried to rectify it by employing female drivers as a step towards
empowering women, consumers faith in the brand began to restore. In this
segment, research aims at showing how Indian consumer behavior changes in
response to the activities and CSR initiatives a brand undertakes.
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Willingness of consumers to switch brands

to one that is associated with a good
cause? ( Given similar price and quality)
Consumer Behavior
( in the past 12 months)
45 %
Bought a product with a social benefit
Made a Donation
23%
20%
57%
No
Maybe
Yes
Shared a CSR initiative Online/Offline
23 %
33 %
Boycotted a Socially Irresponsible firm
43 %
Volunteered
Given a Feedback to a company

about its CSR efforts
63 %
Researched about a companys CSR
40 %
47 %
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Laboratory Analysis
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The Generation i
In India, Generation C refers to people between
the age of 18-40 years who are mostly seen
addicted to technology like mobile phone, tablet,
laptop, iPod etc.
These people are always on the move and are
connected with technology. They are aware of what
is going on nationally as well as internationally.
They believe in spreading awareness through
social media and like to know what new is
happening around them.
They demand high level of professionalism and
ethical behavior from corporates, especially in the
area of Corporate Social Responsibility. This target
segment has two important roles to play:
1)
2)
They are the enthusiastic promoters (online/

offline) and are inclined towards brands which
are contributing positively towards the society,
only if they know about it and believe in it.
For social causes, in terms of donation, they
influence the decision makers of the family.\
These people might not be the direct audience to

non-profits/foundations/social enterprises, but they
are the right ones to target if such organizations
are looking for sustainability in the long term, since
they might prove to be potential donors. Currently,
the role they play is of spreading awareness about
a brand in their family, peer group, neighbors, etc.
and the positive impact it is making through its
CSR initiatives.
This target segment responds highly to guerilla

marketing combined with cause related marketing
efforts. 45% of these people have bought a
product with CSR benefit in the last 12 months.
This shows their sensitivity towards social issues.
Facts
37% more
responsive to
Cause Related
Marketing
Women Safety
Environment
Education
45% bought
products with CSR
benefit
Want to engage on
Social Media
Short Attention
Span
Our Take
This target segment is brand loyal and
consists of new age earners who are
spendthrifts.
They are in the initial phase of identifying
themselves. They are trying to select brands
which somehow, define them and would
therefore, stay with them for the rest of their
lives. Hence, in the present scenario, every
brand has to target this segment and make it
inclined towards itself. The corporates need
to engage these people through the right
medium and send the right message out to
them to catch their attention.
Companies need to utilize the potential of
this target group in the best possible way, in
order to achieve their CSR goals through
effective collaborations. However, unleashing
this segments potential is going to be a
humungous task for any corporate!
The message which needs to go to this Target
Group has to essentially be Simple, Loud and
Clear. In India, there are 16,000 companies
liable under the Companies Act to carry out
CSR initiatives along with about 75 lakh
NGOs. Therefore, the major cause of concern
is how to break the barrier in terms of
communication, to be able to positively
influence the consumers mindset.
It is all about setting yourself apart from the
crowd, even if it involves spending some extra
pennies!
15
Real Target Audience

The real donor base in India starts at the age of 40.
Being heads of the CSR committees in corporate
houses, these people are the ones who call the shots
in terms of deciding what causes to support and
how. They are not up-to-date, as far as technology is
concerned, however, know the importance of it in
todays fast paced life. They are the decision makers
in case of individual donations as-well.
This segment of the society does not study in detail
about how the social sector works. This
understanding comes naturally to them based on
life experience. For them trust and relationships are
vital. They like to get associated with NGOs that
have good credibility in the social sector. They are
receptive towards newer forms of non-profits.
When it comes to communication mediums,
promotion and advertisement of the product are the
two ways through which these people get to know
about the companys CSR activities. They generally
do not share content on social media but definitely
spread the word through word-of-mouth publicity.
The major causes they focus on are Education, Skill
Development and Environment. They believe that
betterment of the society in terms of these three
areas shall definitely change the face of Indian
economy since a solution to the combination of all
three would reach the root of all societal problems in
India. They focus on ending the vicious cycle of the
Indian society wherein the son of a rikshaw puller
inevitably becomes a rickshaw puller.
Facts
Believe in Social
Investment rather
than Social
Responsibility
Children
Skill
Development
Education
Want high
credibility of the
NGO they support
63% increase in
donation after CSR
Bill
Relationship with
NGO is major
factor
Our Take
More than being brand conscious, this
segment of the target group is more
concerned and conscious about the
relationships they build through their
professional journey.
This aspect of the way they function does
not just pertain to the corporate side of
the company, but is of equal importance for
the NGO partnerships they undertake for
the CSR initiatives of their organizations.
Therefore, to grab their attention, an NGO
or a corporate must be highly trustworthy
along with being high on its credibility
factor. For this booming and powerful
segment, relationships are a vital element
of any decision making process. They may
be old school with heir methods being
conventional, but their managerial skills are
tried and tested.
They may not be seen participating directly
in social initiatives very often, but they are
more than keen on contributing in
monetary terms personally as well as
professionally for initiatives that could do
the slightest of good to the society in any
possible manner.
Transparency in all the processes of the
NGO or the CSR initiative is a must since
this segment of the target group is very well
aware of the Indian market being plagued
with black money and corruption.
In short, they are street smart!
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The Chain Reaction
Online Communication
Channels
2
nd
mi
s the
e
h
c
n
ea
w ge
ctly r
Dire f the ne
o
1
Campaign goes
online
NGO/ CSR
activity
3
Exercises his decision
influencing power in
the family
Generation i
lly
r actua /
o
n
o
D
Real
NGO
to the ates
s
e
t
a
n
or
do
e corp
h
t
s
in
jo
cause
Real Donor
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For a detailed report please apply on www.iimpactindia.com
Sample Demographics
* All respondents were 18+
Sample Size : 7,348*
4,156
3,192
14 Ci/es
2.5
% Margin of Error
( 95% level of Confidence)
43%
Of Respondents
in the age
bracket of 18-35
23%
Of Respondents
were rst jobbers
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About I Impact India Partners
CSR Strategy & Execution | NGO Marketing & Communication

I Impact India is an award-winning Indian consultancy that takes a unique
combination of human-centered, design-based and a systems-led approach to
helping nonprofits and corporates create a better social impact which they call the
social impact laboratory. The firm takes care of all the social sector worries from
corporate social responsibility to non-profit marketing and communication.
For Non-Profits/ Social Enterprise

Whether the goal is to raise awareness, build a community, convert existing
community into donors, or some combination of all three, we exit to achieve all
three
For Corporates
We're a social good agency focused on consulting, cause related marketing and
corporate social responsibility which not only makes the corporates impactful
but also help them earn a return on it
Corporate Social Investment

Model
In our laboratory we experiment to make tailor-made CSR strategies adjusted to
your organization's qualities, aptitude, products/services, partner desires, long
haul vision and drive successful on-ground execution prompting a sustainable
change within communities you work with and causes you uphold.
We have formulated a model named Corporate Social Investment (CSI), that
brings people together to collaborate, where holistic approach dominates over
silos, where outcomes are defined and measured, where social impact follows
focused strategies and effectiveness is rewarded.
Sustainable Business Practices
We conceptualize CSR strategy, define CSR philosophy and objectiveswhich arein

alignment the corporates values, expertise, products and stakeholder expectation.
Social Impact
CSR needs specialsation, companys can focus on their core work and leave the
end-to-end execution to us. We select the right NGO and cause which aligns with
the corporates CSR vision and mission.
Communication and Engagement

For more information about I Impact India Partners research and services, please
contact:
Yashasvika Sarin
yashasvika@iimpactindia.com
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I Impact India Partners
Adit Grover
aditgrover@iimpactindia.com
It takes effort to identify a vision that your customers will find credible and aligned
with their values. We understand how to leverage new and existing assets to
effectively tell your cause story to the right audiences through traditional and
emerging channels
19
India Partners
iii ICSRImpact
Strategy & Execution | NGO Marketing & Communication
Even doing good needs a strategy
For a detailed report please apply on www.iimpactindia.com
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I Impact India Partners

CSR Strategy & Execution | NGO Marketing & Communication

CSR & Cause