Luncheon Talk 15 May 2008

1. Consumer CSR Attitude SurveyConsumer CSR Attitude Survey
March 2008March 2008
Conducted in BangkokConducted in Bangkok
by:by:
Bangkok, ThailandBangkok, Thailand

2. About Vero Public Relations
Full service public relations
consultancy
Offices: Bangkok, Chicago,
Ho Chi Minh CityHo Chi Minh City
Clients: Fortune 500
companies, business
associations and non-profits
2

3. CSR in Asia Pacific
Historically, CSR defined by:
NGOs
Western governments
Groups of ethical investorsGroups of ethical investors
Special interest groups
Elites heading philanthropic organizations
3

4. Changing Nature of CSR
CSR Increasingly defined by grassroots civil
society:
Passionate consumers
EmployeesEmployees
Community groups
Local governments
Blogosphere
4

5. Web and Mobile Empowering People
Web and mobile channels are giving strength
to new voices
Knitting local communities together into aKnitting local communities together into a
global community
Forcing dialog with business
5

6. Day 1
• Whistle Blower
Day 3
• Local NGO Posts Story Online
6
Day 4-5
• Local media; Local blogs; Int’l NGO Web sites
Day 6-7
• Blog translators; Int’l blogs; Web sites; Int’l media
Day 8
• Bad Day for the PR Team

7. Survey SamplingSurvey Sampling
Interviews conducted during March 2008
Sampling was done within Bangkok area, using random intercept
Average interview time of 10 minsAverage interview time of 10 mins
300 interviews were conducted among ages 18-65, with quota sampling on sex
and ages to represent population

8. 20%
5%
51-65
8%
2%
Finished/Will finish
Higher
Finished/Will finish up
CSR SurveyCSR Survey –– Overview of RespondentsOverview of Respondents
50% of our sample was under 30 years old, with equal split of gender
Almost 3 out of 4 people had finished/will finish up to BA or above, thus an educated audience
23%
27%
25%
41-50
31-40
24-30
18-23
50%
50%Female
Male
Age Gender
62%
9%
7%
12%
Finished/Will finish up
to MA/MBA
Finished/Will finish up
to BA
Finished/Will finish up
to college
Finished/Will finish up
to high school
No formal education
Education

9. 5%
6%
5%
4%
11%
Not working /
Housewife
Study
Most of our sample was made up of white collar workers
CSR SurveyCSR Survey –– Overview of RespondentsOverview of Respondents
8%
60%
Business owner
Supervisor/Manager
General staff - Govt
worker
General staff - White
collar
General staff - Blue
Collar
OccupationOccupation

10. 2%
Aware of the term CSRAware of the term CSR
All but 2% were aware of the term CSR when explained in Thai words (ie “kwaam rap pit chop
dtor sang-kom kong ong-gon”)
98%
Aware
Not Aware

11. 22%
Who has most ResponsibilityWho has most Responsibility
When asked to say what % of the burden should be placed among Govt, Companies and
Consumers, half of the burden was placed on Govt, with one third being placed on Companies
Those aged under 30 placed slightly more responsibility on Consumers to take a role compared
with those over 30
47%
31%
22%
Consumers
Companies
Government
Q14 Finally, in your opinion, how much responsibility for social issues should each of the following stakeholder groups take?

12. 30%
Industrial
Types of Industries having ResponsibilityTypes of Industries having Responsibility
Industrial and Petrol/Energy companies were regarded as the types who have most responsibility
to conduct CSR
26%
17%
14%
12%
Agriculture
Pharmaceuticals
Food
Energy/Petroleum
Q9 Which types of industries have the greatest responsibility to enact “kwaam rap pit chop dtor sang-kom kong ong-gon”programs?

13. 19%
1%0%
11%
0% 1%
Strongly
Disagree
Almost all believe that companies “should” act in a responsible manner towards social
responsibility, with 4 out of 5 agreeing “strongly”
However, only 3 out of 4 agree that companies currently “do” act in a responsible manner ,
with less than 50% agreeing “strongly” on this point
Those over age 30 tended to agree slightly more that companies DO act
79%
47%
19%
32%
10%
Disagree
Somewhat
Disagree
Not Sure
Somewhat
Agree
Strongly Agree
Companies SHOULD act in
responsible CSR manner
Companies DO act in
responsible CSR manner

14. 11%
2%
Far Below
Average
Rate own Employer’s Contribution to CSRRate own Employer’s Contribution to CSR
When asked to rate how responsible was their own employer, just over half said “average”,
though 1 in 3 thought their employer was “above” average
Those over age 30 tended to rate their own employer slightly better than those under 30
11%
21%
55%
Average
Below Average
Average
Above Average
Far Above
Average
Q8 How would you rate your own employer in terms of the amount of “kwaam rap pit chop dtor sang-kom kong ong-gon” that they do?

15. Chang 32%
Brand (Stock) 4%
Companies Recalled doing CSR (spontaneous)Companies Recalled doing CSR (spontaneous)
Possibly due to the time of year (ie just after winter) and good PR exposure, Beer Chang was the
company that was most remembered for having done CSR work recently in Thailand
Brand (Stock) 4%
PTT 6%
Singha 4%
Standard Chartered 5%
Cannot Recall 16%
Q2 Please try to remember the last time that you were aware that a company was acting in a way that is “kwaam rap pit
chop dtor sang-kom kong ong-gon” in Thailand – can you recall the company name and what it was that made you
think they were being “kwaam rap pit chop dtor sang-kom kong ong-gon”?

16. Type of CSR Recalled among Companies (spontaneous)Type of CSR Recalled among Companies (spontaneous)
Due to the high mention of Beer Chang, blankets to the poor was the most recalled recent act of CSR
But other companies mentioned for CSR were recalled for their acts of CSR including Scholarships,
Funds for schools and Environmental projects also
Blankets to poor in winter months 29%
Scholarships to young people 16%
Sports equipment to schools in rural areas 8%
Mangrove/Re-Forestation projects 8%
Support environmental projects 7%
Funds to build schools in remote areas 6%
Q2 Please try to remember the last time that you were aware that a company was acting in a way that is “kwaam rap pit chop dtor
sang-kom kong ong-gon” in Thailand – can you recall the company name and what it was that made you think they were being
“kwaam rap pit chop dtor sang-kom kong ong-gon”?

17. CSR acts should be done by Companies (spontaneous)CSR acts should be done by Companies (spontaneous)
When asked what other types of CSR acts should be done by companies, 1 in 4 responded with
Scholarships, showing that further education is seen as critical for many people
Environment came second, but by a long way
Scholarships to young people 26%
Support environmental projects 11%Support environmental projects 11%
Mangrove/Re-Forestation projects 7%
Funds to build schools in remote areas 5%
Money/Funds to poor people to improve life 5%
Resources/Equipment to poor people to improve life 5%
Sports equipment to schools in rural areas 4%
Career skills/Training to disabled people 4%
Q3 What other type of acts would u say that any company can, or should do, in order to show “kwaam rap pit chop dtor
sang-kom kong ong-gon” in Thailand?

18. 14%
Fair treatment of
employees
Which act of CSR most ImportantWhich act of CSR most Important
When asked to choose from 4 CSR activities, Support for Future of Young People was chosen
most (by just over 1 in 3 people) with Environmental matters chosen by just under 30%
There was no difference seen among age groups in their choice
21%
29%
36%
employees
Support for future of young
people (ie education)
Support for environment
Support for disadvantaged
people
Q10 What ONE type of “kwaam rap pit chop dtor sang-kom kong ong-gon”do you believe is most important for Thailand, from this list of four?

19. Ever Aware 3 most Impress
Support of educational projects (eg help to schools, rural area education) 13% 27%
Support of environmental improvement projects (eg mangrove, forests, water,
reduce pollution)
12% 22%
Support of poor/disadvantaged people projects (eg creating jobs, training of
local people)
9% 12%
What types of these CSR Aware of being doneWhat types of these CSR Aware of being done
Educational & Environmental projects were viewed as being the most impressive, as well as the
projects most had ever been aware of
local people)
9% 12%
Support of animal projects (eg elephants, dogs) 8% 6%
Support of health & medical projects (eg help to remote clinics, vaccinations,
giving blood)
10% 11%
Support of other community projects (eg building infrastructure, providing transport) 7% 4%
Promote environmentally friendly products/services for consumers 8% 4%
Promote healthier and safer products/services for consumers 6% 2%
Take steps in their company to reduce energy consumption, be more green 8% 3%
Promote health and wellness for their employees (eg healthcare programmes) 7% 2%
Tuition reimbursement/scholarships for employees & their families 7% 4%
Alliances with local universities for training and future jobs 5% 1%
Q4 Which of following acts have you ever
been aware that any company has done in
Thailand
Q5 Choose the 3 acts that would most
impress you if a company acted in a positive
way to improve

20. Aware Impress
On TV programme 25% 31%
In newspaper article 20% 24%
Sources of Information about acts of CSRSources of Information about acts of CSR
Most people were made aware of CSR acts through the mass media, though a significant number of
others quoted magazines and internet – and whilst mass media was chosen as preferred method to read
CSR stories, internet also played a significant role among our sample
In newspaper article 20% 24%
In magazine article 12% 7%
Company website 5% 5%
Company literature/mail shots (eg a company might distribute info about what they
have done, or send with credit card statements, etc)
4% 4%
Internet stories 12% 14%
Networking websites (eg message forums, MySpace.com, Pantip.com, etc) 4% 4%
Heard from other people 9% 6%
Own experience/own involvement (eg with your company in a project) 8% 5%
Radio 0% 0%
Q11 And where have you ever seen
information to make you aware that
companies did an act of CSR
Q12 And which THREE of these
places or sources would you say
you would prefer to learn about
acts of CSR

21. 3%
7%
Not Sure
Would you Pay More?Would you Pay More?
When asked if they would pay slightly more for a product or service that was 100% responsible,
an overwhelming 90% claimed that they would pay slightly more
90%
No
Yes
Q13 Would you be willing to pay slightly more for a product that you were 100% certain was socially responsible, meaning it was made by employees
who are treated fairly, in a safe working environment that does not harm the environment, etc.?

22. Public Relations Opportunities
For Private Industry & AcademiaFor Private Industry & Academia

23. The Vero PR Response to Survey
Private Industry
Academic Alliances
Scholarships
LecturesLectures
Knowledge sharing
Internships
PR collaboration

24. Academic Alliances – Public Relations
Benefits
Human resources
Third party supportThird party support
Press coverage
Relationship building
Government relations
Client relations

25. BMRS Asia Co., LtdBMRS Asia Co., Ltd
Mr. Andy GowerMr. Andy Gower
VERO Public RelationsVERO Public Relations
Mr.Mr. Brian GriffinBrian GriffinMr. Andy GowerMr. Andy Gower
Director of ResearchDirector of Research
Phone :Phone : 0 2713 60700 2713 6070--33
Fax :Fax : 0 2713 60740 2713 6074
Mobile :Mobile : 081 551 4744081 551 4744
Email :Email : Andy@BMRSAndy@BMRS--Asia.comAsia.com
Mr.Mr. Brian GriffinBrian Griffin
Managing DirectorManaging Director
Phone :Phone : 0 2684 15510 2684 1551
Fax :Fax : 0 2684 15530 2684 1553
Mobile :Mobile : 085 167 6952085 167 6952
Email :Email : Brian@veropr.comBrian@veropr.com

26. THANK YOU!THANK YOU!