Problem definition: By what marketing communications do consumers want companies in the jewelry industry to communicate its potential CSR activities?

Purpose: The purpose of this study is to investigate in what kinds of marketing communications consumers want the jewelry industry to communicate its potential CSR work.

Method: The study has used a quantitative approach to data collection, focused on a survey to answer the purpose of the study and the problem definitions.

Conclusion: The study found that the respondents want a clearer communication of CSR work in the industry and that the most suitable communication channels according to respondents differ depending on gender. The female respondents think that the most appropriate channels are product promotions and direct marketing. In contrast, the male respondents think that the channels social media, newspaper and television advertising as well as web sites are more suitable.