Canadian Consumers Expect Companies to Provide Good Jobs

Study captures consumer views of corporate social responsibility in
22 countries

TORONTO–(BUSINESS WIRE)–Canadians feel a company’s primary social responsibility is to
provide good jobs for people, according to a new study by GfK in 22

The online survey gathered the responses of over 27,000 consumers aged
15 or older about the most important responsibilities of companies.

Globally, consumers identified three key responsibilities for companies:
Providing good jobs for people” took first, cited by 47% of
respondents. “Producing good quality products or services” came
in second, with 41%; and “being environmentally responsible
rounded out the top three, at 37%.

The survey found 12 out of 22 countries surveyed cited “being
environmentally responsible” as a top-3 concern for companies. Mexico
led the way, with 49% putting the environment at the top of the list,
followed by China and Sweden at 47% and 42% respectively.

Canadians are also ahead of the global average with regards to
protecting the environment, a joint-second priority at 38%. This is 1%
more than the global average and 6% higher than our American neighbors.

The research also shows that residents of British Columbia (49%) and the
Atlantic provinces (42%) are most likely to see the environment as a top
priority, while those in Alberta (29%) were least likely.

Despite our environmental mindfulness, Canadians are among 18 of the 22
countries surveyed, who still place “providing good jobs” as the most
important responsibility for a company.

Key differences between men and women

Both male and female Canadians feel “providing good jobs for people” is
the top priority for companies; yet women place environmental
responsibility in second place (43%), compared to men who at 33% feel it
is the third most important concern for companies.

Social Responsibility      





“Providing good jobs for people”       48%




“Producing good quality products or






“Being environmentally responsible”       33%




“Charging reasonable prices for
products and services”







N/A: Does not appear in top 3


Canadian age groups

The importance for a company to be environmentally responsible also
differed depending on the age-group of the Canadian surveyed. All age
groups placed it as the second place responsibility, — except for those
aged 40 to 49 years and 60+, who did not place it within the top 3 at
all. Those aged 50 to 59 years were found to be the most
environmentally-concerned, with 44% feeling it was a key responsibility
for companies, closely followed by the youngest age group (15 to 19
years) with 43%.

About the study

GfK conducted an online survey with over 27,000 consumers aged 15 or
older in 22 countries. Online data were collected using a staggered
field start that completed in Summer 2015 and weighted to reflect the
demographic composition of the online population age 15+ in each market.
The countries included are Argentina, Australia, Belgium, Brazil,
Canada, China, Czech Republic, France, Germany, Hong Kong, Italy, Japan,
Mexico, Netherlands, Poland, Russia, South Korea, Spain, Sweden, Turkey,
UK and USA.

About GfK

GfK is the trusted source of relevant market and consumer information
that enables its clients to make smarter decisions. More than 13,000
market research experts combine their passion with GfK’s long-standing
data science experience. This allows GfK to deliver vital global
insights matched with local market intelligence from more than 100
countries. By using innovative technologies and data sciences, GfK turns
big data into smart data, enabling its clients to improve their
competitive edge and enrich consumers’ experiences and choices.

For more information, please visit
or follow GfK on Twitter.


PUNCH Canada
Emma Cauldwell, +1 416 848 6846
VP, MarComms
T 908 875 9844