Establishing Societal Expectations of Responsible Companies 

Situation 

As a FORTUNE 200 CPG company considered its future and growth potential, it needed to understand society’s attitudes toward corporate responsibility overall and how those views shape societal expectations of the company. The company partnered with Illuminate Research to uncover insights on this topic to guide their business strategy and corporate communications moving forward. 

Engagement 

We advised a multi-phase, mixed-methods approach for this engagement, beginning with eight exploratory focus groups among informed citizens and consumers of our client’s products. We conducted groups across four U.S. cities to achieve a nationwide view. Based on the initial insights we gained during these discussions, we launched an online survey of over 1,200 informed citizens and product consumers to further understand the most important areas of corporate responsibility and how those align with our client’s business practices. 

Results 

Through this research, we uncovered the aspects of corporate responsibility that are most important to society and identified the most resonant ways for our client to communicate their efforts in these key areas of responsibility. Using our findings, our client is working to improve their external communications and prioritize business practices that meet the expectations of their customers and stakeholders.