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E V I D E N C E - B A S E D C O M M U N I C AT I O N S
Trust and Purpose
21 June 2011
E V I D E N C E - B A S E D C O M M U N I C AT I O N S
Methodology• PSB completed 2,843
online interviews among the general population in the following countries from 5 May to 16 May, 2011. Data has been weighted to age and gender demographics for each country.*
• In Switzerland, PSB completed 200 interviews
Overall Sub Audiences Number of Interviews
Margin of Error
Europe
UK, France, Italy, Germany, Spain, Sweden, Norway, Netherlands, Switzerland, Belgium, Estonia*, Denmark, Greece, Portugal*
3,161 +/- 1.74
Switzerland
Overall 200 +/- 6.93
Male 108 +/- 9.43
Female 92 +/- 10.22
Under 35 100 +/- 9.8
35 and over 100 +/- 9.8
*Estonia is not weighted due to low base size
2
E V I D E N C E - B A S E D C O M M U N I C AT I O N S
Where is the trust?
• While trust in business is not high, it is higher than among media, central government and religious
leaders; central government is the least trusted of all
• Trust in business varies enormously and depends on a combination of factors:
1. Provenance: people trust local companies the most, national a little less and international least of
all. Europeans favour doing businesses with companies from America, Japan and Australia over
BRICs
2. Core values: honesty and trustworthiness, good value and treatment of employees remain more
important reputation builders than community and environmental credentials
3. Sector: industries that have experienced recent crises (finance and energy), perhaps unsurprisingly,
are less trusted that computer and food and beverage companies
• In general, Europeans are cynical about the motivations of business and CEOs believing them to be more
motivated by personal gain and profits than a desire to help society
3
E V I D E N C E - B A S E D C O M M U N I C AT I O N S
Where is the trust?
• People prefer to seek out information about companies when they want it – through Google searches or
traditional media – rather than receive incoming updates through Facebook or Twitter. Many feel
companies only communicate to sell them things.
• The priorities of consumers and employees have more in common than might be expected: although
employees do prioritise paying employees a fair wage over quality products and services
4
E V I D E N C E - B A S E D C O M M U N I C AT I O N S
TOP OF MIND IN 2011
5
E V I D E N C E - B A S E D C O M M U N I C AT I O N S
Protests in 2011
6
E V I D E N C E - B A S E D C O M M U N I C AT I O N S
The economic crisis needs no translation
In the last two years, has there been a single event which has caused you to lose trust in companies? (Open-end response)
7
E V I D E N C E - B A S E D C O M M U N I C AT I O N S
Bonuses, the crisis and golden parachutes have undercut trust in CEOs
In the last two years, has there been an single event which has caused you to lose trust in CEOs? (Open-end response)
8
E V I D E N C E - B A S E D C O M M U N I C AT I O N S
Large corporations are seen to be motivated by money, profit and greed
When you think of large corporations, what is the first word that comes to mind? (Open-end response)
9
E V I D E N C E - B A S E D C O M M U N I C AT I O N S
TRUST IN COMPANIES AND ORGANISATIONS
10
E V I D E N C E - B A S E D C O M M U N I C AT I O N S
Provenance is a key factor in trust in business
Local companies &
businesses
National companies &
businesses
Nationally-owned
companies
Front line staff
My local
council
International organizations
My local
government
European Commission
EuropeanParliament
Foreign-owned
companies
International companies &
businessesCentral
governmentCorporate
CEOs
21
-9-12
1
-33
-11
0
-33 -32-36
-28
-51-48
41
23 2217
8
-8
-15
-23
-30-36 -36
-48-52
European Average Switzerland
• Local companies and businesses are the most trusted across Europe, and more so in Switzerland• In Switzerland, trust is strongest at the local and national level
Compared to two years ago, are you more or less trusting of..? (Ranked by Switzerland, Showing Net Trust [(Much more + Somewhat more trusting) – (Somewhat less + Much less trusting)] )
11
E V I D E N C E - B A S E D C O M M U N I C AT I O N S
Switzerland European Average
Among Switzerland
Male Female Under 35 Over 35
Local companies and businesses 41 21 45 36 47 37
National companies and businesses 23 -9 32 14 5 30
Nationally-owned companies 22 -12 27 17 10 27
Front line staff 17 1 30 4 30 12
My local council 8 -22 12 4 9 8
International organizations (e.g. United Nations) -8 -11 12 -27 -11 -7
My local government -15 -33 -3 -29 -8 -19
European Commission -23 -33 -23 -22 -27 -21
European Parliament -30 -32 -23 -36 -35 -28
Foreign-owned companies -36 -36 -24 -47 -34 -36
International companies and businesses -36 -28 -26 -43 -23 -40
Central government -48 -51 -50 -45 -29 -55
Corporate CEOs -52 -48 -49 -54 -42 -55
• In Switzerland, men and those over 35 tend to be more trusting of national companies & businesses
Compared to two years ago, are you more or less trusting of..? (Ranked by Switzerland, Showing Net Trust [(Much more + Somewhat more trusting) – (Somewhat less + Much less trusting)] )
Overall, trust is very low towards businesses and central gov’t
12
E V I D E N C E - B A S E D C O M M U N I C AT I O N S
• Trust is far stronger for national companies over foreign-owned ones
Trust is strongest on the home front
Which of the following is closer to your opinion?
3426
6674
I would be less likely to trust companies that are foreign-owned
I would be more likely to trust companies that are foreign-owned
European Average
Switzerland
5571
26
18
1911
I am trusting of foreign-owned companies
The origin of the company does not matter to me; I trust them all equally
I am trusting of nationally owned companies
59 64
29 25
12 11I am less likely to trust com-panies that are from Europe
The origin of a company does not matter to me; I trust them all equally
I am more likely to trust companies that are from Europe
13
E V I D E N C E - B A S E D C O M M U N I C AT I O N S
Australia, Japan and the US are the most trusted countries
8 (12)
14 (15)
19 (14)
19 (18)
22 (21)
39 (48)
45 (55)
57 (56)
16 (22)
32 (30)
19 (24)
10 (20)
21 (26)
31 (25)
24 (22)
30 (28)
76 (64)
53 (55)
62 (61)
72 (61)
56 (54)
30 (27)
31 (24)
13 (16)
Trusted Unsure Not trusted
• Australian companies rank the highest• Trust for the BRIC countries is very low
Thinking about foreign-owned companies, how much do you trust companies from each of the following countries? (Showing among Switzerland, European average shown in parenthesis)
14
E V I D E N C E - B A S E D C O M M U N I C AT I O N S
And the US, Japan and Australia have the most trustworthy foreign-owned companies
27% (31%)
23%(31%)30%(24%)
10%(6%)
7%(3%)
2%(2%) 2%(2%) 1%(1%)
United StatesJapanAustraliaChinaSouth KoreaBrazilIndiaRussia
• China, South Korea, Brazil, India and Russia fall well behind
Thinking about foreign-owned companies, which country do you think has companies which are the most trustworthy? (Showing Switzerland, European average in parenthesis)
15
E V I D E N C E - B A S E D C O M M U N I C AT I O N S
12 14 9 12 817 14 14 7 10 10 14 7
146 8
59 5855 54
39
47 55 4948
52 52 4649
44
3847
71 7264 66
47
6469
6355
62 62 60 56 58
44
55
Many industrial groups are more trusted than traditional thought leaders• In Switzerland, computer hardware & software manufacturers, supermarkets and NGOs are most trusted• In Switzerland, NGOs are far more trusted than in the rest of Europe
For each of the following, please indicate how trustworthy you consider each group or industry to be...? (Showing Very/Somewhat Trustworthy on a four-point scale, ranked by Switzerland combined)
16
6 8 4 4 3 2 3 4 7 7 4 3 2 1
3540
3443
2136
25 30 3120 20 23
11 10
4148
3847
24
38
2834
38
27 24 26
13 11
Very trustworthySomewhat trustworthy
Computer Hardware &
SoftwareSupermarkets NGOs Online Services Automotive Food Beverage
ManufacturersEntertainment and Television
Energy Providers Media Government Financial Services Social Media Religious Leaders Politicians
Eur. AvgSwitzerland
E V I D E N C E - B A S E D C O M M U N I C AT I O N S
Having products and services that are good value is important across Europe
Treats employees fairly
Products & services are good value
Environmentally conscious
High standards in products &
services
Honest &
trustworthy
Ethical executive leadership
Useful products &
services
Innovative
High quality products &
services
Strong corporate purpose
Socially responsible
Inexpensive products & services
Cares about the comm
unity
Good grow
th in revenues & profits
Hires &
promotes m
inorities & w
omen
History of charitable contributions
28
39
1923
40
1318
9
28
10
18 1611
5 5 3
46 44
2824 22
19 18 16 15 15 139 7 5 4 2
European Average Switzerland
• In Switzerland, treating employees fairly is most important, more so than in the rest of Europe
Thinking about what is important to you about companies, which of the following would you say important when considering which companies to purchase products or services from? (Respondents allowed to pick up to three, ranked by Switzerland)
17
E V I D E N C E - B A S E D C O M M U N I C AT I O N S
Switzerland European Average
Among SwitzerlandMale Female Under 35 Over 35
Treats employees fairly 46 28 47 46 32 52
Products & services are good value 44 39 33 54 34 47
Environmentally conscious 28 19 33 23 24 30
High standards in products & services 24 23 31 18 22 25
Honest & trustworthy 22 40 17 27 30 19
Ethical executive leadership 19 13 18 20 25 17
Useful products & services 18 18 15 22 14 20
Innovative 16 9 24 10 21 15
High quality products & services 15 28 17 13 22 12
Strong corporate purpose 15 10 17 13 3 19
Socially responsible 13 18 11 15 17 12
Inexpensive products & services 9 16 11 8 13 8
Cares about the community 7 11 6 9 10 7
Good growth in revenues & profits 5 5 3 7 1 6
Hires & promotes minorities & women 4 5 4 4 6 3
History of charitable contributions 2 3 2 2 4 2Thinking about what is important to you about companies, which of the following would you say important when considering which companies to purchase products or services from? (Respondents allowed to pick up to three, ranked by Switzerland)
18
Having products and services that are good value is important across Europe
E V I D E N C E - B A S E D C O M M U N I C AT I O N S
CEOS
19
E V I D E N C E - B A S E D C O M M U N I C AT I O N S
Personal profit
Profits for the company
Personal recognition
A desire to help society through de-livering qual-ity products or services
A desire to help society through de-livering qual-ity products or services at
a fair price
Having a strong cor-porate pur-
pose beyond profit making
A desire to help society through giv-ing back via
CSR pro-grams and
philanthropy
48
21
14
3 37
2
49
24
105 5 4
0
European Average Switzerland
CEOs are seen to be motivated by personal profit and are also seen as less trustworthy than employees
32% (24%)
49% (60%)
20% (16%)
More Trustworthy
Less Trustworthy
Don't know
• Nearly half felt that CEOs were motivated by personal profit
What do you think most top executives are motivated by? (Ranked by Switzerland)Do you think the average CEO is more or less trustworthy than the average employee? (Showing Switzerland, European average in parenthesis)
20
E V I D E N C E - B A S E D C O M M U N I C AT I O N S
EMPLOYEE AND CONSUMER VIEWPOINT
21
E V I D E N C E - B A S E D C O M M U N I C AT I O N S
65 62
72
53 5462
52 5348
35
7268
5750
65
4942
4844
34
7873 72
6659 56
51
41 40 40
8071
6153
63
3641
5041
29
Consumer EmployeeConsumer Employee
Thinking as a consumer, how important are each of the following actions that companies could take to help increase your trust in them? / Thinking as an employee of a company, how important are each of the following in helping companies to increase your trust in them? (Showing ‘Very important’ on a four-point scale, Showing top ten ranked by Switzerland Consumer)
Eur. Avg. Switzerland
The desires of consumers and employees are not as disparate as might be expected• Employee issues (pay, treatment) were most important for both consumers and employees in Switzerland• Unsurprisingly, being more open about mistakes and customer service were more important for consumers
than employees
22
Paying employees a fair
wage
Treating its employees well (e.g. providing
them with benefits like a
pension, shares, etc.)
Delivering safe, reliable
products and services
Being more open about
their mistakes
Investing in their staff
Offering good, immediate customer
service
Doing more to help their customers
Delivering great value products
and services
Investing in our country
Communicate their corporate
purpose beyond profit making
E V I D E N C E - B A S E D C O M M U N I C AT I O N S
The desires of consumers and employees are not as disparate as might be expected
Audience
Switzerland European Average
Among SwitzerlandMale Female Under 35 Over 35
Paying employees a fair wageConsumer 78 65 79 78 63 84
Employee 80 72 79 81 66 85
Treating its employees well (e.g. providing them with benefits like a pension shares, etc.)
Consumer 73 62 73 74 53 81
Employee 71 68 68 73 62 74
Delivering safe, reliable products and services
Consumer 72 72 81 64 65 75
Employee 61 57 63 59 42 68
Being more open about their mistakes
Consumer 66 53 62 70 49 72
Employee 53 50 42 63 50 54
Investing in their staffConsumer 59 54 51 66 42 65
Employee 63 65 59 67 51 68Thinking as a consumer, how important are each of the following actions that companies could take to help increase your trust in them? / Thinking as an employee of a company, how important are each of the following in helping companies to increase your trust in them? (Showing ‘Very important’ on a four-point scale) (Showing top ten ranked by Switzerland Consumer)
23
E V I D E N C E - B A S E D C O M M U N I C AT I O N S
The desires of consumers and employees are not as disparate as might be expected
24
Audience
Switzerland European Average
Among SwitzerlandMale Female Under 35 Over 35
Offering good, immediate customer service
Consumer 56 62 47 64 53 57
Employee 36 49 29 42 32 38
Doing more to help their customers
Consumer 51 52 44 58 42 54
Employee 41 42 37 45 21 48
Delivering great value products and services
Consumer 41 53 41 42 27 47
Employee 50 48 53 47 31 58
Investing in our countryConsumer 40 48 31 49 40 40
Employee 41 44 39 42 25 46
Communicate their corporate purpose beyond profit making
Consumer 40 35 45 35 26 45
Employee 29 34 27 31 32 28Thinking as a consumer, how important are each of the following actions that companies could take to help increase your trust in them? / Thinking as an employee of a company, how important are each of the following in helping companies to increase your trust in them? (Showing ‘Very important’ on a four-point scale) (Showing top ten ranked by Switzerland Consumer)
E V I D E N C E - B A S E D C O M M U N I C AT I O N S
Balancing making money with acting responsibly is most commonly associated with ‘Corporate Purpose’
Balancing making money with acting responsibly
A company's guiding prin-ciples for making decisions
beyond profit making
Making money and driving profits
Producing goods and services for their cus-
tomers
The organisation's approach to doing business
31
1822
1711
62
1511
7 6
European Average Switzerland
• In Switzerland, over three-fifths said that balancing making money with acting responsibly was what most closely defined ‘Corporate Purpose’
Which of the following do you think most closely defines ‘Corporate Purpose’? (Ranked by Switzerland)
25
E V I D E N C E - B A S E D C O M M U N I C AT I O N S
Responsibility and fairness are important• A strong corporate purpose is important, much more so in Switzerland• Consumers say they would rather pay more for products and services that are produced responsibly and
fairly
Which of the following is closer to your view?
European Average
Switzerland
6884
3216
A company's corporate purpose is not important to me
A company that has a strong corporate purpose is important to me
European Average
Switzerland
79 86
21 14
I would rather pay less for products and services and not know about how they are delivered and produced
I would rather pay more for products and services that are delivered and produced responsibly and fairly
26
E V I D E N C E - B A S E D C O M M U N I C AT I O N S
While a company’s highest priority should be its consumers, many feel profit comes first• The majority feel customers and employees should come first, but that corporations are more focused on
their bottom-line
European Average
Switzerland
16 16
84 84
A company's highest priority should be adhering to thinking about their customers and employees and making sure they conduct their business in an ethical and responsible way
A company's highest priority should making a profit for their shareholders and in-vestors and driving the coun-try's economy
European Average
Switzerland
2720
7380
Corporations are generally focused on providing value to shareholders. Customers are important, but compan-ies put profits first
Corporations are generally focused on providing value to consumers.Profits are important, but companies put their customers first
Which of the following is closer to your view?
27
E V I D E N C E - B A S E D C O M M U N I C AT I O N S
European Average
Switzer-land
3948
6152 Generally, corpora-
tions and their spokespeople are dishonest, and most communications from companies are lies
Generally, corpora-tions and their spokespeople are honest, and most communications from companies are the truth
56 55
44 45I'm generally re-laxed about the data that compan-ies store on me and my family, as they typically only use it for market-ing and customer feedback
I'm generally sus-picious about the data that compan-ies store on me and my family, as I think it can often be used in a way that infringes on my privacy
7280
2820
Companies are more trustworthy today than when I was a kid
Companies were more trustworthy when I was a kid
Overall, companies are seen as dishonest• Many feel that companies have become more dishonest over time and that they cannot be trusted with
personal information
Which of the following is closer to your view?
28
E V I D E N C E - B A S E D C O M M U N I C AT I O N S
INFORMATION
29
E V I D E N C E - B A S E D C O M M U N I C AT I O N S
Many search for information on companies, but traditional sources are still important
From new
spapers/journalsDirectly from
the company's w
ebsite
From search engines (e.g. Google)
Television news
From investigative television journalism
From third-party review
s/rating websites
From the radio
From friends, relatives, or colleagues
From third-party w
atchdog websites
From the com
pany's staff/employees
From online blogs
Other
MySpace
16
11
22
13
86
4 53 4
2 2 31 0
25
1714
8 8 75 4 4 3 2 2 1 0 0
European Average Switzerland
• Newspapers and journals are the most common source of information on companies in Switzerland, more so than in the rest of Europe
Where do you tend to find out information about different companies? (Respondents allowed to select one, ranked by Switzerland)
30
E V I D E N C E - B A S E D C O M M U N I C AT I O N S
Newspapers, journals and investigative television journalism are most trusted in Switzerland
New
spapers/journals
Investigati
ve television journalism
Friends, relatives, or colleagues
From the com
pany's staff/em
ployees
Company's w
ebsites
Television news
Radio
Third-party reviews/rati
ng websites
Third-party watchdog w
ebsites
Search engines (e.g. Google)
Twitt
er
Online blogs
MySpace
15
2326
22
15 1512
15 1416
46 7
4
24 2321 21 21
1917
14 14
96 5 4 4
European Average Switzerland
• Newspapers/journals are more trusted in Switzerland than the rest of Europe
How trusting would you be if a company was to use the following channels to engage with you? (Showing % ‘Very trusting’ on four-point scale of ‘Very trusting’ to ‘Not at all trusting’)
31
E V I D E N C E - B A S E D C O M M U N I C AT I O N S
And being informed is important…• The majority of respondents feel they receive the right amount of information
European Average
Switzerland
31 28
69 72
I think I hear the right amount of information on companies and organ-izations
I feel overwhelmed by the amount of informa-tion I receive from com-panies and organizations
European Average
Switzerland
28 31
72 69I like to be constantly up to date with the news
I feel overwhelmed by 24 hour news
Which of the following is closer to your view?
32
E V I D E N C E - B A S E D C O M M U N I C AT I O N S
4156
26 2617
3011
20 13 15 8 13
4129
42 43
37
37
4644
44 39
3135
82 85
68 69
54
6757
6457 54
3948
AppliesApplies somewhat
But feel that companies only contact people to sell them something…• In Switzerland, there is a strong perception that too much is heard from CEOs and not enough from staff on
the front-lines
Thinking about how companies communicate with you. How much would you say the following applies? (Showing ‘Applies a lot / Applies somewhat’ on a four-point scale, ranked by Switzerland combined score)
33
They only get in touch to try and
sell me their products and services
They bombard me with marketing and literature that’s not
relevant
I hear too much from the CEO and not
enough from the staff on the front-line
They send me information that
tells me about their values and identity
as well as their products
They send personalized
letters or emails
They keep in touch with me in a
personal way
Eur. AvgSwitzerland
E V I D E N C E - B A S E D C O M M U N I C AT I O N S
23 2415
23 21 26
7 5
59 60
49
54 59 49
3019
82 84
64
77 8075
37
24
FavSomewhat favourable
Consumers want to hear about a company’s values and identity
• Four-fifths of respondents were favourable to hearing about companies’ values and identities and in Switzerland.• They were most favourable to hearing about it through personalised letters and emails and from the front-line staff
Thinking about the future, how favourable would you be to the following ways in which companies could communicate with you?(Showing ‘Very favourable / Somewhat favourable’ on a four-point scale ranked by Switzerland combined score)
34
Eur. AvgSwitzerland
Hearing about the companies' values and identity
More personalised letters and emails
Hearing from the teams on the front-line not the board
Hearing from the board on Twitter or through blogs
E V I D E N C E - B A S E D C O M M U N I C AT I O N S
THANK YOU!
35