An attitudinal study by Edelman’s “StrategyOne” has found that consumers trust Non-Government Organisations (NGOs) more than they trust business. NGOs include charities and lobby groups such as the Australian Conservation Foundation, the World Wildlife Fund and Greenpeace. The study found that 90% of NGOs were influential and trusted. The study also found that 80% of people wanted companies to be actively involved in social responsibilities such as human rights and environmental issues.

This research is important to radio because it confirms that people are looking towards business to fulfill their moral obligations in society, not just to make profits.

It is significant research for radio because
1) It remind radio companies of their need to be genuinely at the grass roots of their audience’s lives and
2) It is a good thought starter for promotional ideas that will reinforce the station’s social conscience in the listeners’ minds.

Stations such as 2BS Bathurst, which recently won Rawards for community involvement, and 2GN Goulburn, which has also been consistently recognised for its community service work, are models of how this is working in some markets.

The spirit of this survey is also picked up in a couple of current promotions such MIX 106.5’s competition which gives needy community groups tickets to sold out concerts, and Triple M’s Andrew Denton Breakfast promotion, which is selling a “Musical Challenge Charity CD” to aid Mission Australia and the Sydney Children’s Hospital. Promotions associated with credible charities should benefit any station if the research is correct and the execution is creative.