Infografia Estudio de Percepciones: CNBC y Burson-Marsteller Corporate Perception Indicator a Global Survey
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Six years post-economic crisis, public perception of corporations and their leaders has improved, though significant divides in opinion remain. While 84% of Chinese respondents view corporations as positive, opinions in the U.S. are more mixed, with a near-even split between seeing them as a source of hope or fear. There is a global desire for greater engagement from corporate leaders regarding economic opportunities and social issue-solving.
Infografia Estudio de Percepciones: CNBC y Burson-Marsteller Corporate Perception Indicator a Global Survey
- 1. Six years after the economic crisis hit, the reputations of CORPORATIONS & THEIR SENIOR EXECUTIVES show improvements, but there is still work to do The dierences of opinion across several key fault lines are still stark 1 “ The survey is a corporate compass that points in the direction of corporations and DEVELOPED MARKETS’ VIEW OF CORPORATIONS their leaders having even deeper engagement with the broader public about their essential roles in building the economy and improving society. A plurality of US Millennials (40%) view corporations as a source of fear not hope 40% of US Millennials consider a corporation’s charitable activities as they make their purchasing decisions US Millennials are a global generation. They are less concerned about products being made in their own country and worry less about outsourcing than older generations. 1/3 say it is good when corporations are strong and inuential, because they are the engines of innovation and economic growth AMERICANS THE CHINESE ARE ON OPPOSITE SIDES OF THE WORLD. The American public is divided on whether corporations are a source of hope (36%) or fear (37%) 84% of Chinese respondents say corporations are a source of hope SEE THEM AS DRIVING INNOVATION 67% The public wants to hear more from corporate leaders. Their corporations’ long-term success depends on it. Respondents around the world want to learn more about how the work of corporations and their leaders contributes to economic opportunity and how they are solving social challenges. “ - Don Baer Worldwide Chair and CEO, Burson-Marsteller FAVORABLE TO CORPORATIONS EMERGING MARKETS Say corporations were not humbled by the economic crisis and do not act more responsibly than before Across the developed world, 70% of people say that corporations play positive roles in creating economic growth say strong and inuential corporations are good 3/5 MAIN STREET vs. CSUITE IN DEVELOPED MARKETS 55% OF THE PUBLIC 52% OF EXECUTIVES 72% 52% FAVORABLE TO CORPORATIONS A MILLENNIAL MOMENT 70% OPPORTUNITIES Burson-Marsteller CNBC CORPORATE PERCEPTION INDICATOR A Global Corporate Compass 1 A landmark global survey of 25,000 individuals in the general public and 1,800 top corporate executives from 25 global markets conducted by Penn Schoen Berland with a sample provided by Kantar. About Burson-Marsteller Burson-Marsteller, established in 1953, is a leading global public relations and communications rm. It provides clients with strategic thinking and program execution across a full range of public relations, public aairs, reputation and crisis management, advertising and digital strategies. The rm’s seamless worldwide network consists of 73 oces and 85 aliate oces, together operating in 110 countries across six continents. Burson-Marsteller is a unit of WPP, the world’s leading communications services network. For more information, please visit bm.com. About Penn Schoen Berland Penn Schoen Berland (PSB), a member of Young Rubicam Group and the WPP Group, is a global research-based consultancy that specialises in messaging and communications strategy for blue-chip political, corporate and entertainment clients. PSB’s operations include over 200 consultants and a sophisticated in-house market research infrastructure with the capability to conduct work in over 90 countries. The company operates oces in Washington, D.C., New York, London, Seattle, Los Angeles, Dubai, Delhi, Miami, The Dominican Republic and Denver, which are supported by an in-house elding capability and are fully equipped to provide the complete creative solutions PSB clients need. More at www.psbresearch.com.