Manufacturing industry

January 15, 2014


Steady Corporate Philanthropic Activities Observed for 2012 --Keidanren

Keywords: Manufacturing industry Non-manufacturing industry 

The Japan Business Federation (Keidanren) Committee on Corporate Philanthropy and One Percent Club revealed on October 15, 2013, the survey results on corporate philanthropy activities implemented in fiscal 2012. The survey has been conducted to analyze trends and review issues to promote corporate philanthropy activities.

The survey found that the average expenditure per company on such activities was 446 million yen (about US$ 4.55 million), which is a 21.9point decrease from a year earlier. However, excluding the expenditure related to the Great East Japan Earthquake, the average was 410 million yen (about US$ 4.18 million), a 10.5-point increase from the previous year and the average among those who responded to both 2011 and 2012 surveys grew to 474 million yen (about US$ 4.84 million), a 2.8-point increase. Keidanren concluded that business spending in this area has been steadily growing.

The survey also looked into arrangements and perceptions of corporate philanthropy activities and revealed that businesses are keeping track of such activities by group companies and that they determine the content of the activities by taking into account their business policies and fields, places of operation and market locations. With growing attention to correlations between core business and corporate philanthropy, approximately 30 percent of companies stated that they have either implemented or are considering implementing cause-related marketing (CRM).

As part of the survey, about one thousand cases of specific activities were submitted by more than 300 businesses. Some showed that they were designed to be in line with their business policies and fields, and others placed more focus on connections with local communities. There are cases in relation to assisting disaster-hit areas of the Great East Japan Earthquake, including sending volunteers to the area on a regular basis, and carrying out programs in disaster-hit areas, which are normally held in other locations, as well as providing other continuous assistance.