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Global Citizens Demand Company Involvement In Natural Disaster Relief

BOSTON, Aug. 21, 2013 /PRNewswire/ -- As communities around the world continue to recover from natural disasters on epic scales, citizens look to companies – not just governments or aid organizations – to provide critical relief assistance. According to the 2013 Cone Communications Disaster Relief Trend Tracker, nearly nine-in-10 (87%) global consumers believe companies must play a role in natural disaster response – in part because the majority (69%) thinks corporations are better able to effectively respond.

(Logo: http://photos.prnewswire.com/prnh/20111004/NE79797LOGO )

Providing Aid Beyond the Check

Surveying more than 10,000 citizens in 10 countries, including the United States, Canada, Brazil, the United Kingdom, Germany, France, Russia, China, India and Japan, the 2013 Cone Communications Disaster Relief Trend Tracker reveals a near-universal demand for meaningful corporate aid beyond providing funds:

  • 89% of global citizens think companies should leverage their unique assets to lend support to affected communities (such as mobile response units, in-kind donations and employee volunteers)
  • 87% wants companies to play a long-term role in relief efforts, not just immediate recovery

"It can't be a case of 'if' companies contribute to natural disaster recovery efforts; it must be a question of 'how,'" says Craig Bida, executive vice president – Social Impact, Cone Communications. "Regardless of geography, citizens are looking to companies – even more so than government agencies – to create and implement real, on-the-ground solutions to acute and urgent needs. Consumers in communities have been burned by slow reaction times or inadequate resources in past relief efforts. What our research has documented is a citizen call for help that corporations simply cannot ignore."

Consumers Ready to Lend Hands and Hearts

Consumers stand ready to work alongside companies toward relief efforts and will reward those caring companies with a strong brand halo. More than half (54%) of global citizens say they have already joined corporate disaster relief efforts, while nine-in-10 global citizens have a more favorable impression of a company after learning that it supports disaster recovery.

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