Marketing Dialogue With Pressure Groups

Abstract

CSR actions are often controversial due to either the excessive voluntary or narrow standardized approach. The objective of this article is to find indices, which homogenize CSR campaigns of corporations according to specific attitudes and behaviour of individuals. Cluster analysis has significantly differentiated CSR volunteering contributors from non-volunteering critics. A small cluster of non-volunteering respondents calls for support of kids, criminals and addicts. Volunteering clusters are composed of employed respondents who are predominantly calling for equality and environment according to their work and leisure interest. The technology volunteering from the previous year disappeared from the list of CSR of respondents as it was aggregated either to other priority or finished and forgotten due to interests in a new project. Results demonstrate that responsibility is not related only to people in need but calls for simplification of complex public, corporate and human relationships to focus on its development.