PORTER NOVELLI COVID-19 TRACKER: Responsible Business in ... · United States out of the current pandemic crisis. The role of business during resurgence . I. HOW COMPANIES MUST ACT

Responsible Business in Continued Crisis

PORTER NOVELLI COVID-19 TRACKER:

JULY 2020

WAVE VIII

2 PN COVID-19 TRACKER WAVE VIII: RESPONSIBLE BUSINESS IN CONTINUED CRISIS

We are proud to share the eighth wave of the Porter Novelli COVID-19 Tracker – a benchmark study examining American expectations of companies during the coronavirus pandemic, as well as other issues critical to the hearts and minds of Americans. Today, the United States finds itself in uncharted territory. While many states are in various stages of reopening, the virus surges to new heights across the south and west. This, combined with continued social unrest and economic uncertainty, places business in an increasingly precarious situation.

The need for responsible business has never been more critical. Without clear guidelines from government, employees, consumers and other stakeholders all look to companies to “make the right call”. Americans not only expect companies to play a leading role in fighting COVID-19 but also reimagine what a “new normal” could look like.

This latest wave of our Porter Novelli COVID-19 Tracker drives home one key theme: the time for business to respond is now. Americans are looking for solutions – ones that are better, faster and infused with humanity and recognize business ingenuity can bring these to bear.

Introducing the Porter Novelli COVID-19 Tracker: WAVE VIII


As coronavirus cases reach new heights in the United States, the role of Purpose-driven business has never been more important. Not only do Americans believe it is essential for business to act responsibly right now, but they must do so by prioritizing the health and safety of employees and consumers first, and independently of guidance from government.

More than two-thirds (68%) of Americans say companies have an even greater role to be responsible as states continue to reopen during a surge of COVID-19 cases, and more than half (54%) say in the absence of government regulation, they think companies and industries should create their own rules and guidelines to ensure the safety of consumers and employees. A further 43 percent of Americans go so far as to say they trust business more than any other entity in getting the United States out of the current pandemic crisis.

The role of business during resurgence

I

HOW COMPANIES MUST ACT RESPONSIBLY AS COVID-19 CONTINUES TO SPREAD IN THE U.S.

WAVE VIII

Business must play a leading role in response

Companies have an even greater role to be responsible as states continue to reopen during a surge of COVID-19 cases

In the absence of government regulation, companies and industries should create their own rules and guidelines to ensure the safety of consumers and employees

Have more trust in business to get the United States out of the coronavirus pandemic than other entities (e.g., government, nonprofits)

68%

54%

43%


I WAVE VIII

Beyond immediate response and recovery, increasingly, Americans see companies as instrumental in reimagining what the future can look like. Now, more than half of Americans look to companies to innovate solutions for a “new normal” – such as pushing for new methods of voting or creating new ways for sporting events to take place. This reveals the role of business to provide rapid action now, as well as more long-term ways to rebuild after the pandemic.

Look to companies to innovate solutions to create a “new normal”

WAVE VIII WAVE V

55% 46%

The role of business during resurgence HOW COMPANIES MUST ACT RESPONSIBLY AS COVID-19 CONTINUES TO SPREAD IN THE U.S.

IN A TIME OF CRISIS, AMERICANS LOOK

TO COMPANIES FOR HELP

MAKING OR BREAKING REPUTATION

COMMUNICATIONS IN THE TIME OF COVID-19

EMPLOYEES LOOK TO THEIR EMPLOYERS

WHERE AMERICANS GIVE CREDIT

WHAT COMPANIES CAN DO. NOW.


Reopening during a continued crisis

II

THE ROLE OF BUSINESS TO CREATE SAFE AND HEALTHY EXPERIENCES

Responsible reopening falls to business

WAVE VIII

Even as reopening hits full swing in many states across the U.S., consumers trust business to “make the right call” on whether to reopen – even more-so than state or federal government. Further, more than half (56%) of Americans say that companies must prioritize what is right for their individual business, regardless of what federal or state regulations say regarding reopening.

Trust businesses will make the right call about when to reopen the economy

Trust state/federal governments will make the right call about when to reopen the economy


II WAVE VIII Reopening during a continued crisisTHE ROLE OF BUSINESS TO CREATE SAFE AND HEALTHY EXPERIENCES

For Americans, responsible reopening means cross-collaboration with competitors and diverse industries. Nearly two-thirds (65%) of Americans believe businesses should partner with other businesses or industries to ensure consumer safety and economic recovery when reopening. Again, Americans see the value of business ingenuity, scale and speed to not only reopen responsibly, but drive solutions for economic vibrancy moving forward.

Businesses should partner with other types of businesses or industries to ensure consumer safety and economic recovery when reopening

65%









III Issues in a COVID-19 realityHOW AMERICANS VIEW PROGRESS ON OTHER ISSUES IN LIGHT OF THE CONTINUED PANDEMIC

WAVE VIII

Even as the current health crisis rages on, that does not give companies permission to halt other important social or environmental efforts. In fact, nearly half (49%) of Americans are concerned progress on other important issues will slow in the shadow of the pandemic. Not only do these issues remain a top priority for Americans, but they see how many are linked to the pandemic.

are concerned progress on other important issues will slow in the shadow of the pandemic

want to know how companies are continuing progress against other social or environmental initiatives beyond COVID-19

49% 56%


III WAVE VIII

WAVE VIII WAVE V

EDUCATION 36% 31%

HEALTHCARE 36% 39%

ECONOMIC DEVELOPMENT 35% 43%

MENTAL HEALTH AND WELLBEING 34% 39%

SENIOR SAFETY 27% 35%

VOTING 21% /

HUNGER 18% 27%

HOUSING 17% 20%

SOCIAL JUSTICE 16% /

ENVIRONMENT 12% 16%

NONE OF THESE 5% 4%

Issues in a COVID-19 realityHOW AMERICANS VIEW PROGRESS ON OTHER ISSUES IN LIGHT OF THE CONTINUED PANDEMIC

Americans are concerned a number of issues will be negatively impacted by the COVID-19 crisis, but most acutely, education, healthcare, economic development and mental health. As the pandemic continues, these priority issues have evolved. Previously Americans saw economic development as a top issue, but now education and healthcare top the list. This is perhaps not surprising given that public discourse has centered around how to safely reopen schools and universities in the fall. Conversely, senior safety and hunger, issues that gained immediate attention at the emergence of coronavirus, have seen a dip in concern as other issues rise in importance in the eyes of consumers and media.

Americans are concerned the following issues will be negatively impacted by the COVID-19 crisis:









IV Information and industriesWHAT ORGANIZATIONS ARE GAINING TRUST & LOYALTY

WAVE VIII

As regions grapple with reopening with greater and lesser degrees of success, Americans continue to seek out trusted sources of information. However, a downward trend continues as Americans remain unsure of what sources to believe. Top sources, including state government, media and local government all saw dips from the initial Trackers in early April, but the federal government saw the largest drop in trust – down 33 percent over time.

56% 54% 53%

47% 46% 45%

52%47%

42% 40%37%

35%

STATE GOVERNMENT (including departments of health)

MEDIA

LOCAL GOVERNMENT (including departments of health)

FEDERAL GOVERNMENT (including departments of health)


IV WAVE VIII Information and industriesWHAT ORGANIZATIONS ARE GAINING TRUST & LOYALTY

SOCIAL MEDIA

SMALL LOCAL COMPANIES OR BUSINESSES

NATIONAL COMPANIES OR BUSINESSES

OTHER

RELIGIOUS/FAITH-BASED ORGANIZATIONS

NONPROFIT ORGANIZATIONS/NGOS


IV WAVE VIII Information and industriesWHAT ORGANIZATIONS ARE GAINING TRUST & LOYALTY

With new phases of reopening, Americans are seeing different industries in a new light. While health and wellness and food and beverage services still top the list for industries Americans feel better about, we see a marked increase in sentiment toward retail and online stores – representing a 25 percent increase from Wave 3. This shows that there are still reputational points to be won or lost during this pandemic – and industries should heed this caution when creating safe and responsible business strategies moving forward.


MethodologyPorter Novelli fields a PN View: 360 survey every two weeks to track people’s insights regarding the coronavirus (COVID-19). This wave was fielded online using Engine’s online CARAVAN® Omnibus survey between July 8-10, 2020, and a total sample of 1,003 U.S. general market adults was collected. The data were weighted to U.S. Census population estimates.

About Porter NovelliPorter Novelli is a global purpose communications consultancy born from the idea that the art of communication can advance society. More than 45 years ago, we opened our doors – and people’s eyes and minds – for brands driven to make a positive impact. Today, we believe that organizations must find, live and tell their purpose in order to thrive. Those companies will motivate action, secure loyalty and encourage advocacy — all in service to a healthier bottom line. Porter Novelli is a part of the Omnicom Public Relations Group.

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PORTER NOVELLI COVID-19 TRACKER: Responsible Business in ... · United States out of the current pandemic crisis. The role of business during resurgence . I. HOW COMPANIES MUST ACT