The SHIFT Report

This month marks the release of the maiden issue of the SHIFT Report a quarterly consumer research report focused exclusively on perceptions of Social Responsibility and the effect this has on people’s work, lifestyle choices, brand relationships and purchasing decisions.

Kiertin De West who runs Ci who publishes the report says, “The report is a strategic business tool developed by Ci (Conscientious Innovation) for companies and brands that are keen to better understand and track the cultural shift to sustainability.”

Key highlihts include:
• Word from the street- What do consumers perceive as social and corporate responsibility?
• I’m watching you – Consumers’ approach for bringing their voice to the development of social responsibility
• Consumers’ brand relationship toolbox – Consumers use five key characteristics in their brand relationship toolbox that identifies the socially responsible brand
• The cause and effect of conscious consumerism – Consumers are sitting in the driver’s seat – where are they hitting the brakes vs. the gas?
• Help me be a conscious consumer!! – Consumers are looking for help and guidance to be the conscious consumer that they want to be
• Different Strokes For Different Folks – Why consumers apply different rules for different companies marketing their socially responsible efforts
• Corporate Responsibility now has a seat at the table – How corporate and social responsibility creates a competitive advantage for the 21st Century Brand
• Bridging the gap of source distrust – The importance of source credibility in a culture of information paralysis and distrust
• Rules to brand by – The imperative of communicating Corporate Responsibility and the 3 cardinal rules for doing it effectively

The SHIFT Report is available starting July 31 of 2005. If you are a business or organization and want to learn more about Ci, or the SHIFT report, contact Kierstin De West at kierstin@conscientiousinnovation.com.