More than ever, Dutch consumers consider it important that companies contribute to a better world. But consumers are also critical: almost half (44%) say they distrust the good intentions of companies. This is evident from figures from the Social Impact Monitor of Motivaction and Het PR Bureau (HPB). The survey, which has been conducted annually since 2009, aims to help companies make ‘effective social impact’.

Jacqueline Bosselaar, CEO HPB: ‘Brands and agencies have an exemplary function; by not showing greenwashing, but real social involvement. That is also about what your supply chain looks like, how you treat your employees and how you come up with real solutions.”

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