62% believe they can influence business decisions by voicing opinions via new media channels. About a quarter have contributed their point-of-view on an issue (24%) or contacted a company directly (23%). 74% expect companies to join conversations about their corporate responsibility practices happening on new media. New media users are even more likely to bypass dialogue for action: 30% have made a purchase based on POSITIVE information learned about a product, company or brand; 23% have switched brands or boycotted a company based on negative information learned about a product, company or brand.

Consumers are most interested in information that will inform their purchasing decisions. Respondents said they want companies to tell them what is in products and how they are made (85%) and provide additional details about information, labels and claims shared offline (e.g., in the store, on the package, in an advertisement) (83%). Consumers are using new media channels to inform purchase decisions, yet are not always stopping to engage in dialogue. There is an opportunity to engage them beyond information-seeking behavior.

Overall, consumers show strong signs of empowerment, comfort and trust with corporate responsibility communications in new media. 75% of new media users say it is an effective way to learn about CR efforts, 65% believe they know where to look for such information and 47% think companies are transparent and honest when talking about CR efforts through new media channels. onsumers are relying largely on Web channels such as Web sites (27%) and email (22%) to explore CR, indicating channels that foster a dialogue and deeper engagement, such as social networks (15%) and blogs (11%), are being underutilized.

Companies need to leverage traditional channels to drive people to places where conversations can happen in real-time to enhance reputation, build loyalty and even lead to business innovation.