Using life quality perception to define corporate philanthropy in emerging markets

A principal component analysis based upon over 3000 interviews with Kenyan consumers identifies ten key dimensions of concern or worry that have negatively impacted respondents’ quality of life over the past year. Organizations that use these dimensions as a focus for their philanthropic activities are more likely to achieve a positive impact upon the community, creating shared value for consumers and businesses alike. The analysis also reveals potential to develop targeted activities that will match an organization’s chosen market segments. Emerging markets present strong growth prospects for multinational organizations. Many companies attempt to ameliorate the challenges of operating in these regions by using CSR and strategic philanthropy to relate to local communities, but frequently this is done without clear understanding of which facets of life quality they should be trying to improve. This paper helps to direct and define corporate philanthropy in emerging markets.