October 21, 2009 - A new study by Cone, Inc. reveals that 40% of new media users believe their searching, sharing and discussing of information about corporate social responsibility efforts has a significant effect on company business practices.

The 2009 Cone Consumer New Media Study is a three part study designed to identify new media users' interactions with brands and that effect on CSR initiatives. The study found that a significant number of respondents (62%) believe that they influence business decisions by participating in new media dialogue, and an astonishing 74% expect companies to join the conversation to extol and defend their CSR practices through new media outlets.

The vast majority of consumers participate in these activities to gain information that will inform purchasing decisions. 85% of respondents believe companies should use these outlets to inform consumers about product attributes and manufacturing practices, and 83% want information about labels, certifications, and claims shared offline through store promotions, packaging and advertising. This indicates a clear desire for new media users to "cut-through" much of the offline brand communication to receive only relevant purchasing information.

Many of the consumers polled found their information through web 1.0 channels such as websites and emails, indicating a large opportunity to engage this audience through web 2.0 technologies such as blogs and social networks to encourage a 2 way dialogue.

For more information on the study, visit the Cone Research page.