Retailers’ charity efforts go unnoticed by consumers, Give as you Live survey finds

A massive 87% of Britons believe their favourite retailers are failing to support good causes, according to a study by Give as you Live, which works with stores to help online shoppers donate a percentage of their bill to a worthy cause.

Research revealed the worst performing retail sectors were cinema, electronics and gadgets, books, games and DVDs, DIY, holidays and sport and leisure, where over 90% of respondents recalled no charitable support when thinking of their favourite retailers.

This survey was commissioned by Give as you Live – the fundraising platform that turns online shopping into cash for charities, through which users have helped to raise over £4m for UK charities. The new data is part of a study of over 2,000 Britons who were asked about retailers’ CSR activities and its impact on customer loyalty and spending. Overall, only 13% of consumers recall their favourite retailers providing charity support.

The Give as you Live findings show the perception that retailers are giving back to society is alarmingly low across the board. Only 15% of shoppers have noticed charitable activities from their favourite fashion retailer, 16% from their favourite healthcare, beauty and pharmacy and 11% for their utilities provider.

The best performing sector was ‘food and drink’, yet the majority of respondents (59%) recalled no charitable support when thinking of their favourite retailer.

Polly Gowers, founder of Give as you Live, said: “During a difficult economic period, everyone – including retailers – should be seen to be doing their bit to give back to society. Charities and good causes have been some of the worst hit by the squeeze and, as spending increases, it’s time to direct cash their way.”

Earlier in the study, Give as you Live found nearly half (49%) of Britons would spend more money with a retailer, if they donated to a charity.

Gowers said: “Our previous data indicated that consumers would spend more with a retailer that was seen to be giving back to society. Retailers who engage in CSR activities not only look good, but could also increase sales.”

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