New ones are coming activity is increasing

The era of communicating with people by just selling goods and services is over. It is now necessary to develop different, beneficial projects and touch people by using them. The results of the “Corporate Social Responsibility Leaders” survey which was conducted by Capital and GfK Türkiye confirm this reality... Every company in the list has succeeded in establishing a special place for itself in its stakeholders’ hearts. They have attracted attention through the increases in their market value through their CSR efforts.
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HAS THE PICTURE CHANGED?
The “Turkish Leaders in Social Responsibility” survey, which is the first in its field, reveals the perceptions of the general public and the business community of the performance of companies in Turkey in the field of corporate social responsibility (CSR), Coming to the CSR leaders in the new era... The study was conducted in two stages and it was striking that the survey revealed no changes in the general public’s top five over the last three years. It was Sabancı Holding which again ranked first in the general public’s social responsibility league. Sabancı was followed, in order, by Turkcell, Koç Holding, Yıldız Holding and Arçelik. Experts say that these companies are viewed by the general public as having become established in the field of social responsibility and that this is the most important reason for them spending so many years at the summit. There are also companies which are moving rapidly up the rankings. Doğan Holding, which ranked 16th last year, has risen to sixth this year. Garanti ranks ninth this year, up from 20th last year. Companies which were not included in the list last year, but had sometimes featured in previous years, such as Zorlu Holding, Opet, Borusan Holding, Yapı Kredi, Nokia, Boyner, Danone and Aygaz, have entered the league again this year.

NOT SUFFICIENT BUT NOT INSUFFICIENT!
This year, as every year, the general publics were unanimous that the business community needed to be sensitive when it came to social corporate responsibly. The proportion of those who believed that the business community had an important responsibility in this regard stood at 63 percent. A total of 14 percent of those who participated in the survey thought that there was no need for the business community to assume responsibilities on social issues, while 23 percent did not have any opinion on the subject, It was striking that 50 percent of the general public said that the business community’s social responsibility efforts were “neither sufficient, nor insufficient”. The reasons why these efforts were considered insufficient varied... 25 percent of those who found the efforts insufficient said that the activities that were conducted were not continuous and argued that companies needed to be more committed. 15.4 percent said that there needed to be more activities, that they should be broader and that companies needed to make their voices better heard. 8.1 percent of participants in the survey said that companies did not give importance to the country’s problems and thought only of their own interests.~

BUDGETS ARE GROWING RAPIDLY
The results of the survey of the business community have some striking messages. Most of the 280 people who participated in the survey were manager level or higher and 41.4 percent said that their own companies had increased their social responsibility activities. 48.6 percent said that their company had initiated a new CSR project in 2012. 45 percent noted that their company had increased its CSR budget. The company representatives had positive expectations about CSR in 2013. 47.1 percent of the participants from the business community in the survey expected an oveall increase in CSR projects in 2013. Despite all of these optimistic expectations, 45 percent of the members of the business community thought that CSR activities were insufficient. 33 percent answered that they were “Neither sufficient nor insufficient”. Most of those who thought that they were insufficient believed that it was necessary to produce more projects.

HOW WAS THE GIANT SURVEY CONDUCTED?
- The study was conducted in two parts and the survey related to the business community was conducted by GfK Türkiye using the online research technique.
- During the course of the study, research links were established with the professionals in the GfK Türkiye database, Information was received from 280 people.
- 16,4 percent of the members of the business community who participated in the survey were general managers and assistant general managers, 14,3 percent were marketing managers, 11,1 percent were marketing specialists and the remainder was composed of those working at manager level in different departments.
- 14,6 percent of the members of the business community who participated in the survey were working in fast moving consumer goods, 12,9 percent in banking and finance, 10,4 percent in automotives, 7,9 percent in telecommunications and 6,8 percent in the retail sector.
- The questions used in the survey were prepared by experts from Capital and GfK Türkiye,
- The survey of the general public was conducted using face to face interviews.
- A total of 1463 males and females aged 15 and above were interviewed in 15 provinces using the "Face to Face Survey Technique”.
- 52 percent of those interviewed were women and 48 percent were men.
- 35 percent of the 1463 people interviewed during the course of the survey had received a high school education, 11 percent were university graduates and 4 percent had received a two-year high school education.
- The people who were interviewed were selected using the multistage, semi-random sampling method.