2009 Corporate Citizenship Survey: corporate responsibility is important despite recession

The Boston College Center for Corporate Citizenship and the Hitachi Foundation launched their 4th biennial Corporate Citizenship in the US Survey All findings are interesting, but I'll highlight these:

The majority (54%) of executives surveyed said corporate citizenship is even more important in a recession.

As many 52% said they offer sustainable products/services and 72% said they are reducing costs through improved materials efficiency.

Although most companies said they are not reducing their corporate citizenship budgets, those that did preferred to cut philanthropy/giving (38%), increase layoffs(27%), and reduce R&D for sustainable products (19%).

This latter type of cost is what I'm mostly interested in. Companies have the potential of influencing and changing current lifestyles and consumption habits especially by developing and marketing sustainable products and services. It is therefore very important that companies continue and expand their sustainable R&D as 15% of companies surveyed are already doing.