MasterCard Canada Press Section

Press Releases

back to press release list


CANADIAN BUSINESS EXPECTED TO PUT SOCIETAL GOOD
AHEAD OF PROFITS

MasterCard® Canada Priceless Index finds both youth and Boomers will make point of buying from responsible companies

TORONTO (June 10, 2003) – With Canada Day fast approaching, the second annual MasterCard Canada Priceless Index finds that both Baby Boomers and, especially, young Canadians expect Canadian business to put societal obligation ahead of profit. The survey also finds that both groups will go out of their way to buy from companies they perceive as "doing good" for society.

The results are part of the second annual MasterCard Canada Priceless Index, a national survey of Canadians' values conducted by Environics Research Group for MasterCard Canada. The 2003 MasterCard Canadian Priceless Index focuses on the attitudes and outlooks of young Canadians between the ages of 16 and 25, and those in the heart of the Baby Boom generation, between the ages of 45 and 55, examining what they consider priceless about Canada and their own lives.

When young Canadians and Baby Boomers were asked what they felt was the most important responsibility for big businesses in Canada:

Age 16–25 Age 45–55
  • 74% said doing good for Canadian society
  • 22% said making a profit for their shareholders
  • 3% said both equally
  • 69% said doing good for Canadian society
  • 24% said making a profit for their shareholders
  • 5% said both equally

“These results are extremely striking,” said Walt Macnee, president, MasterCard Canada. “I would hope that every business leader has already recognized their organization's corporate citizenship responsibility, but they may be surprised by the depth of Canadians' feelings on this matter. It's telling that young Canadians expectations of business go beyond simply treating employees well, to proactive community outreach and support. These young people are the next generation of consumers and shareholders, and Canadian business needs to be open-eyed about their expectations.”

When asked what they felt the best ways were for companies to take some responsibility for the good of society, both groups had very similar perspectives. As the results below show, young Canadians emphasized giving to charitable causes while Boomers stressed treatment of employees. Both groups also underscored the importance of giving back to the community and fostering a strong environmental record. A breakdown of the responses is as follows:

Age 16–25 Age 45–55
  • Donating to charity (17%)
  • Giving back to the community (13%)
  • Having a good environmental record (9%)
  • Being ethical in its business dealings (8%)
  • Treating its employees well (7%)
  • Treating its employees well (18%)
  • Giving back to the community (15%)
  • Having a good environmental record (13%)
  • Donating to charity (12%)
  • Providing jobs and wages (9%)

Both groups, especially Baby Boomers, say they are willing to put their money where their mouths are. When respondents were asked if they ever go out of their way to buy from companies they perceive as doing “good” for society:

Age 16–25 Age 45–55
  • 61% yes
  • 38% no
    • 73% yes
    • 25% no

Study methodology
The 2003 MasterCard Canada Priceless Index was conducted in two phases:

Questions benchmarking data against the 2002 MasterCard Canada Priceless Index were included on Environics Research’s Focus Canada omnibus survey. This survey of 2,012 Canadians 18 years of age and over was carried out by telephone between March 7 and 27, 2003. Results from a survey of this size can be considered accurate to within plus or minus 2.2 per cent, nineteen times out of twenty.

For questions comparing the two generations, Environics Research surveyed 1,000 Canadians between April 29 and May 7, 2003. The sample was divided into two sub-samples in each age cohort with 500 interviews completed among Canadians between the ages of 16 and 25 and another 500 interviews completed among Canadians between the ages of 45 and 55. The results among respondents in each age cohort can be considered accurate within plus or minus 4.1 per cent, nineteen times out of twenty.

About MasterCard International
MasterCard International has a comprehensive portfolio of well-known, widely accepted payment brands including MasterCard, Cirrus® and Maestro®. With approximately 25,000 MasterCard, Cirrus and Maestro members worldwide, MasterCard serves consumers and businesses, both large and small, in 210 countries and territories. MasterCard is a leader in quality and innovation, offering a wide range of payment solutions in the virtual and traditional worlds. The MasterCard award-winning Priceless advertising campaign is now seen in 96 countries and in 45 languages, giving the MasterCard brand a truly global reach and scope. For the quarter ended March 31, 2003, gross dollar volume exceeded US$285.7 billion. MasterCard can be reached through its website at www.mastercardinternational.com.

Contacts:
Allison Morris/Tina Gladstone/Matthew Cram/Christopher Fox
Environics Communications for MasterCard Canada, 416-920-9000