Weber Shandwick, in partnership with KRC Research, has released a second instalment in The Company behind the Brand series, In Goodness We Trust.
A survey of consumers and executives across 21 different worldwide markets found that there is an increasing expectation on companies to deliver well-being.
According to the research, one of the main drivers of corporate reputation among consumers is how good or healthy their products or services are for them. Almost one in two customers – 47% – say that they discuss how good or healthy products are, how they feel about them, and how the “is this good for me” ideas help to drive purchasing decisions. Nearly half of consumers increasingly buy from companies that make them feel good and happy (46%) and that care about their well-being (43%). The personal and individual benefits of a product are a prime consideration in driving purchases, ahead of many social impact factors, suggesting companies need to do more to integrate CSR messaging with direct consumer benefits messaging.
The research also finds that responsiveness to consumers matters to consumers, with 85% of global consumers forming opinions about companies based on how they react in times of crisis. Responsiveness to issues is more important in judging reputation than media comment (76%) and what employees say (68%). Proactive reputation management has never been more critical than it is today, and preparedness is a must.
The Company behind the Brand II: In Goodness We Trust provides guidance for leaders who want to know how to do business in an environment where reputation, accountability and trustworthiness are every bit as important as the products and services provided.