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In the first two months of 2023, the corporate social responsibility (CSR) expenditure in France has been dropping down, only to increase to million euros in March 2023. During the summer of 2023, CSR ad spend fluctuated more dramatically dropping to million euros in July, as the last measured month.

Branded social care or reputation?

Brands and companies have invested more resources into sustainability and other social causes, with a focus on corporate social responsibility. Besides climate change, consumer pressure against greenwashing drives companies' actions. Still, as of July 2022, only around ** percent of selected European companies stated that they invested in sustainable marketing strategies because it was the right thing to do.

Consumers' trust in corporate social responsibility

Despite the emphasis on CSR, increasing sales remains the top priority for many companies and producers. This results in unstable consumer loyalty and sometimes even a change of brand preference. However, sustainable marketing efforts do result in primarily positive impacts on the brand image. This might be one of the reasons global trust in companies gradually increased in the last years, with emotional consumer connection to a business being based more on business locality rather than actual value alignment.