Ecco una sintesi dei risultati di una ricerca internazionale sui siti di alcune importanti brand alle prese con la comunicazione dei propri progetti di CSR. I risultati sembrerebbero scontati, ma evidentemente non è così scontato riuscire a passare dalla teoria alla pratica, se una brand come Coca Cola risulta poco efficace…

Overall, the sites studied didn’t do a great job of showing transparency around their charitable and sustainability efforts. According to one user, “There was not as much detail as I would have liked. It seems like it is attempting to be transparent, but I could not find a lot of details in the actual text.”

What Companies Can Do to Improve Trust

While website user experience may not directly affect adoption of a product or service, it can be a way to connect positively with consumers. Based on the data collected in our study, here are three key areas of focus to improve consumer trust:

  • Usability: Minimize the corporate feel with plain language and direct navigation.
    • Avoid corporate speak. People are turned off by boiler-plate content or “corporate-speak.” Eliminate jargon and stock photos — good stuff without any bad feels too fake and corporate.
    • Making initiatives easy to find. Make it easy to get right to specific details on your company’s charitable works and sustainability initiatives.
    • Use plain language, especially in the navigation. Use common terms and issues people care about in navigation, so they don’t feel like they are navigating a corporate maze to get to the information.
  • Engagement: It’s more about what you do, less about who you are.
    • De-emphasize management. People don’t care about the company management (there are some exceptions to this, but not for the most part). Hence, don’t emphasize content on the executives, such as a video interview with the CEO.
    • Focus on initiatives people care about. Tell stories: Emphasize content that highlights initiatives such as education, helping veterans, climate change, health/safety initiatives, etc.
    • Show rather than tell. Use infographics, simple visuals, brief articles, bullet points, short videos, and interactive quizzes to show rather than talk about the impacts your company is making.
  • Conversion: Admit failings and speak openly about challenges.
    • Show progress made toward goals. Highlight concrete examples, actual projects funded and simple data points illustrating progress toward a goal.
    • Provide some transparency. AT&T, ranked first for trust and overall in the study, provides a transparency report on how it reports data to government security organizations.Acknowledge past problems or upcoming challenges. Past PR challenges can be acknowledged and providing transparency on meeting those challenges helps engender trust. For instance, Chevron acknowledges the challenge of developing alternative fuels. It’s a tough balance, but it’s possible.

In the end, the top-performing sites in our study made their CSR initiatives easy to find, avoided corporate-speak, and provided transparent progress towards initiative goals. On the other hand, the lowest-performing CSR sites over-emphasized corporate leadership, made it difficult to get to initiatives, and did not provide a clear indication of progress made towards initiative goals. To bridge the gap between the great charitable work that’s being done and how people feel about it, the research shows that transparency and simplicity are what make the difference.

Per consultare i risultati completi: LINK – sustainablebrand.com