NEW YORK, June 21, 2011 /PRNewswire/ -- For the second year
in a row, about two-thirds, or 65% of Americans say that civility
is a major problem, according to the annual Civility in
America poll released today by Weber Shandwick and Powell Tate
in partnership with KRC Research. Among the many aspects of
American life impacted by incivility – such as politics, sports,
schools, workplaces, among others – is American business,
considered by 48% of respondents to be uncivil. At a dramatically
increased pace from 2010, Americans are voting out incivility with
their wallets by severing their patronage to companies (69%),
redefining their perceptions of brands (69%), and spreading
negative word-of-mouth about companies (58%).
The 2011 online survey was conducted in May among 1,000 American
adults to assess attitudes towards civility online, in the
workforce, in the classroom and in politics. An earlier release
covered civility and politics (http://bit.ly/l9MzoY).
Micho Spring, chair of Weber
Shandwick's Global Corporate Practice, states: "Our second annual
Civility in America poll confirms that the decline in
civility is seeping into all facets of American life, including our
workplace, our schools, our online lives and consumer sentiment.
The risk of companies losing business because of incivility
is startling and growing. The topic of civility deserves to be part
of the growing national debate on how we communicate responsibly in
our daily lives."
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Behaviors
Resulting from Incivility
Experiences
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Have you ever … because of
incivility
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2010
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2011
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Decided not to buy from a
company again because someone
from that company was uncivil in
the way they treated you?
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56%
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69%
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Reevaluated your opinion of a
company because its tone or
conduct was uncivil?
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55%
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69%
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Decided not to vote for a
political candidate because you felt
he or she acted or spoke
uncivilly?
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not
asked
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67%
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Advised friends, family or
co-workers not to buy certain
products or services because you
felt a company or its
representative was rude or
uncivil?
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49%
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58%
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"Defriended" or blocked someone
online because you
thought their comments or
behaviors were uncivil?
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45%
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49%
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Stopped going to an online site
because you were
uncomfortable with its lack of
civility or the tone of conversation?
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38%
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38%
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Dropped out of an online
community or forum because
it had become
uncivil?
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25%
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27%
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Quit a job because it was an
uncivil workplace?
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not
asked
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20%
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Transferred your child to a
different school because he or she
was treated uncivilly? (among
parents)
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not
asked
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11%
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(These are statistically higher
since 2010 with 90% confidence)
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Further underscoring incivility's power on the wallet, a recent
survey by Consumer Reports found that 64% have left a store
due to poor service. This data coincides with our finding that 65%
of Americans have experienced incivility during a shopping
trip.
In a related finding important for the marketplace, nearly six
in 10 Americans (58%) report "tuning out" advertising because of
perceived incivility. Companies whose businesses depend upon
consumer perception should heed these findings as they try to
emerge from the recession.
Incivility on the Rise in Other Aspects of American
Life
Over one-half of Americans (55%) believe that civility in
America will get worse in the next few years. This is significantly
higher than Americans' perceptions on incivility measured last year
(39%). Civility in the workplace, schools and the Internet were
explored in our second annual survey:
Over four in 10 Americans — 43% — have experienced incivility at
work. A nearly equal number (38%) believe that the workplace
is becoming increasingly uncivil and disrespectful.
Workplace leadership is blamed for this decline by approximately
two-thirds (65%) of those who perceive greater incivility in the
workplace. This perception could possibly be fueled by the cynicism
towards CEOs brought on by the recent recession or the belief that
bosses are responsible for setting the tone at the top for
acceptable behavior.
After workplace leadership, Americans who perceive greater
incivility in the workplace cite employees themselves (59%) for
workplace incivility. Other reasons include the economy (46%)
and competitiveness in the workforce (44%).
As a consequence of this growing trend on the job, the majority
of Americans (67%) agree that there is a critical need for civility
training in the workplace.
Asked about the civility of social networks, nearly one in two
(49%) say that they are uncivil, an increase from 2010 (43%).
However, Americans are much more inclined to name other
sources besides social media and the Internet as uncivil –
political campaigns, pop culture, media, government, the music
industry and the American public.
Incivility causes Americans to change their online behavior –
49% report that they have defriended or blocked someone online, 38%
stopped visiting an online site because they were uncomfortable and
27% dropped out of a fan club or online community or forum.
Chris Perry, President of Weber
Shandwick Digital Communications, says, "Digital conversations are
meant to engage and foster multi-dimensional dialogue. They are not
meant to demean others or be hurtful. Although this research shows
online incivility slightly on the rise, the connectivity and
opportunity for dialogue ultimately outweighs the risk."
Cyber bullying or online harassment of children or teens is of
great concern to Americans today. Nearly 7 in 10 Americans —
69% — report that cyber bullying is getting worse. An equally
large number — 72% — worry about children being cyber bullied.
These high figures underscore parental concern about online
incivility and youth. The majority of Americans — 78% — believe
that civility training should be offered in our nation's
schools.
Leslie Gaines-Ross, Weber
Shandwick's chief reputation strategist and online reputation
expert, remarked: "Incivility at school and cyber bullying is fast
becoming commonplace and we do not want to become immune to it.
The research underscores the need for a more positive and
responsible climate for our nation's youth."
For more information on Civility in America -- 2011, please
visit Weber Shandwick at www.webershandwick.com or download the
executive summary here: http://bit.ly/Civility2011
About The Survey
The 2011 online survey was conducted in May among 1,000 American
adults to assess attitudes towards civility online, in the
workforce, in the classroom and in politics. The margin of error is
±2.6 percentage points.
About Powell Tate
Powell Tate is a leading strategic communications and bipartisan
public affairs firm. Located in Washington, D.C., the firm specializes in
public affairs; public education; reputation and crisis management;
media relations; creative and interactive services; and research
and advertising. The firm is a division of Weber Shandwick.
About Weber Shandwick
Weber Shandwick is a leading global public relations agency with
offices in 74 countries around the world. The firm's success is
built on its deep commitment to client service, our people,
creativity, collaboration and harnessing the power of Advocates -
engaging stakeholders in new and creative ways to build brands and
reputation. Weber Shandwick provides strategy and execution across
practices such as consumer marketing, healthcare, technology,
public affairs, financial services, corporate and crisis
management. Its specialized services include digital/social media,
advocacy advertising, market research, and corporate
responsibility. In 2010, Weber Shandwick was named Global Agency of
the Year by The Holmes Report for the second year in a row;
an 'Agency of the Decade' by Advertising Age, Large PR
Agency of the Year by Bulldog Reporter, a Digital Firm of
the Year by PR News, and Top Corporate Responsibility
Advisory Firm by CR Magazine. The firm has also won numerous
'best place to work' awards around the world. Weber
Shandwick is part of the Interpublic Group (NYSE: IPG). For more
information, visit http://www.webershandwick.com.
About KRC Research
KRC Research is a full-service market and opinion research firm
that specializes in research to support public relations and
marketing communications. We conduct surveys, focus groups,
and interviews around the globe to generate insights, test ideas,
develop messages, track awareness, and measure success. We
also conduct research to attract attention—generating headlines and
establishing our clients as thought leaders. Fully integrated
with Weber Shandwick, KRC Research offers the quality and custom
service of a small firm along with the reach of a global
organization. For over 30 years, we have worked on behalf of
corporations, governments, not-for-profits and the communications
firms that represent them.
Contact(s)
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Rachel Manfredo
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Jennifer Norton
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Company
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Weber Shandwick
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Weber Shandwick
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Phone
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212.445.8171
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212.445.8314
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Email
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rmanfredo@webershandwick.com
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jnorton@webershandwick.com
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SOURCE Weber Shandwick