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Corporate Social Responsibility in Latin America

Kelly Salance

With the Rio Summer Olympics wrapping up, all eyes have been on Brazil. We want to take this moment to examine the Corporate Social Responsibility (CSR) trends shaping Brazil and the whole Latin America region.

Across the board, Brazilians have among the highest expectations for business and feel most individually empowered to drive change. They are the most actively engaged in social and environmental issues, from volunteering to advocating for social change. Additionally, Brazilian consumers are aligned in both their intended and reported behavior. They are significantly more likely than the global average to have bought a product associated with a social issue (at 79% to 67%, globally); boycotted a company (at 69% vs. 55%); and told friends and family about a company's corporate social responsibility initiatives (at 64% to 50%). 

Similarly, when looking at Latin America, 55% of consumers were willing to spend more on products from socially responsibly companies in 2013, which is up from 46% in 2011.

What Does This Mean for Companies?

 Throughout the region, there is an increasing demand for companies to be socially responsible. Consumers today have more purchasing power than ever before and are using this to create change. These conscious consumers are seeking ways to make ethical and environmentally conscious purchasing decisions. Moreover, through the power of the Internet and social media, customers have more insight into businesses’ practices than ever before. As a result, it is imperative for companies to be socially conscious and invest in their community. CSR is no longer a ‘nice to have’, but instead, imperative for businesses.

Our Commitment to LATAM

 In 2016, the Zendesk Neighbor Foundation provided grants to two Brazilian organizations focused on improving education and workforce development for youth, Instituto Aryton Senna (IAS) and Instituto da Oportunidade Social (IOS). IAS has been able to use these funds to continue lobbying for educational improvements in Brazil, while IOS has used their grants to run training programs for young folks, building their skills towards gainful employment. Check out the organizations’ websites learn more about how to get your company involved!