Published 10 years ago.
About a 4 minute read.
As communities around the world continue to recover from natural disasters on epic scales, citizens will and are looking to companies — not just governments or aid organizations — to provide critical relief assistance. According to the 2013 Cone Communications Disaster Relief Trend Tracker, 87% of global consumers believe companies must play a role in natural disaster response — in part because the majority (69%) thinks corporations are better able to effectively respond.
“It can’t be a case of ‘if’ companies contribute to natural disaster recovery efforts; it must be a question of ‘how,’” says Craig Bida, executive vice president of social impact, Cone Communications. “Regardless of geography, citizens are looking to companies — even more so than government agencies — to create and implement real, on-the-ground solutions to acute and urgent needs. Consumers in communities have been burned by slow reaction times or inadequate resources in past relief efforts. What our research has documented is a citizen call for help that corporations simply cannot ignore.”
Providing Aid Beyond the Check
Surveying more than 10,000 citizens throughout the U.S., Canada, Brazil, the UK, Germany, France, Russia, China, India and Japan, the 2013 Disaster Relief Trend Tracker reveals a near-universal demand for meaningful corporate aid beyond providing funds:
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Corporate participation in disaster relief efforts is particularly critical in China, one of the most disaster plagued areas in the world. Chinese citizens express a near-unanimous desire for company involvement in relief efforts (96% vs. 87% global average). They are also exceptionally primed for participation efforts, with more than three-quarters reporting they have already contributed to corporate disaster relief activities (78% vs. 54% global average).
Similarly, citizens in both India and Japan are still recovering from recent natural disasters, such as flooding in the North Indian state of Uttarakhand and the massive Fukushima earthquake in Japan. Citizens in these countries were significantly more likely to perceive companies as better equipped than government to respond to disasters (85% and 80%, respectively, vs. 69% global average).
As companies work to develop both immediate and long-term relief programs, Cone Communications offers the following five tips to best support efforts:
In keeping with consumers’ expectations that companies do their part to aid in disaster relief is the expectation that they be an active participant — if not a driving force — in solving our most pressing social and environmental issues, according to the 2013 Cone Communications/Echo Global CSR Study, released earlier this year.
Published Sep 5, 2013 6pm EDT / 3pm PDT / 11pm BST / 12am CEST