CSR Communication in Transformation – Status quo and future trends from a business angle

In this report the CSCP summarizes the results of a study it has conducted in collaboration with the VERBRAUCHER INITIATIVE e.V. focusing on consumer-oriented CSR-Communication. Interviewing 40 multinational companies and 4 non-governmental organisations, this report shows the status quo and future trends in CSR-Communication. Based on the finding that the consumer is the most important target group of CSR-Communication, the report outlines the trends on how communication will be conducted more by dialogue and interaction between company and its consumers. Moreover it describes the different communication instruments, which are used in order to pursue a target-oriented CSR-Communication strategy (e.g. digital and social media or point-of-sale staff). It outlines the challenges companies encounter when addressing the consumer and details strategies and measures (e.g. partnerships, measuring consumers feedback) companies can use to overcome these problems. The report provides the foundation towards a target-oriented CSR-Communication, which will benefit both companies and consumers.