Porter
Novelli's new reputational report reveals a new Era of
Accountability in Action and how businesses can do
better
NEW
YORK, Oct. 6, 2022 /PRNewswire/ -- Porter Novelli, the strategic communications
company built on purpose to do business better, has published its
fifth annual research study of corporate reputation: The Purpose
Priorities Report: How to respond in the new Era of Accountability.
It includes a new Better Business Matrix to help companies navigate
current cultural trends and meet the evolving demands of their
audiences.
An era of accountability in
action
Since the onset of the COVID-19 pandemic, and in the wake of the
2020 social justice movement sparked in part by George Floyd's murder, companies have made many
promises to support change. The increase in extreme weather events,
caused by climate change, has also sparked more corporate
environmental commitments. And now there is a need to show outcomes
from all of this as people are looking to companies for
leadership.
- Companies should demonstrate how they are following through
on their promises to people, the planet, or society - 84%
The report also highlights how consumers are demanding
genuine change, not just marketing campaigns.
- Companies should have a point of view on environmental
sustainability - 78%
- Companies should change the way they operate to address
D&I - 72%
- Companies should encourage consumers to support social or
environmental issues - 65%
David Bentley, Global CEO of
Porter Novelli, commented: "Good
intentions aren't enough. Consumers are tired of talk: they don't
want to see campaigns, they want to see action. Companies are
realizing the benefits of doing business better as all audiences
demand integrity and business growth will depend on navigating the
complex landscape of audience expectations."
Addressing the climate crisis is now table stakes for
organizations
After fires, floods, and droughts this year, the environment is
front and center in consumer minds. While quality products and
services are a prerequisite for a thriving business, audiences
across all ages now expect industry to address sustainability
as a core quality issue.
- More than a third (36%) of consumers will start or
increase purchasing from companies that share a point of view
on environmental sustainability that is aligned with their own,
but…
- Half (51%) of consumers report they will stop or reduce
purchasing from companies that go back on promises they make to
address social or environmental issues.
The demand for operational D&I
Social inequalities are now a new second business priority to
address, with operational changes expected.
- One-third (32%) of consumers will start or increase
purchasing from companies that change the way they operate to
address diversity and inclusion.
- Nearly the same amount (29%) of consumers will recommend
companies that change the way they operate to address diversity and
inclusion to friends, family, and acquaintances.
Conroy Boxhill, President of
Porter Novelli U.S, commented: "Consumers are looking to businesses
for active leadership. The research shows clearly there's now a
sense of urgency around companies' DE&I efforts to the point
that people are requesting they restructure operationally to drive
this change."
Politics can be punishing
In the last couple of years, companies have chosen to wade into
political issues like voting rights and Roe v. Wade, but consumers
aren't convinced business and politics mix.
- Nearly half (48%) of Americans want companies to encourage
consumers to take political actions like voting or writing to
congress, but…
- Fewer than two-in-five (39%) consumers believe companies,
themselves, should comment on political topics in the news.
Companies should play politics with caution.
- 44% of consumers will actually stop or reduce purchasing
from companies that publicly comment on a political topic with a
view that is the opposite of their own.
Reputation leaders
As part of the report, the strategic communications company has
developed a Better Business Matrix. This ranks the reputational
leaders by industry, in eight key sectors, mapped to highlight the
beneficial impact of Purpose on brand value. It also enables
companies to self-diagnose their own reputation, based on the key
criterion described in the report. Companies that performed the
best within their industries include:
- Automotive - Toyota
- Communications - T-Mobile
- Financial Services - TIAA
- Food & Beverage - PepsiCo
- Tech - Intel
- Retail - REI
Sandy Skees, Purpose & Impact
lead from Porter Novelli, added:
"The landscape is shifting rapidly, and this report highlights the
changing expectations around sustainability and DEI as examples of
purpose in action. The Porter Novelli Better Business matrix
is about ensuring companies know how to decode and deliver on
environmental and social progress – as well as avoiding the
pitfalls of political overreach."
The Purpose Priorities Report analyzed the reputation of 200 top
companies listed in the Fortune 100, Fortune Best Companies to Work
For, World's Most Ethical and the DiversityInc., among
others.
"For the past 30 years, Porter
Novelli has sought to understand the role of Purpose in
company performance," says Andrea
List, senior vice president of Data & Insights, the
report's lead author. "In that time, the imperative to
authentically address social and environmental issues has only
grown stronger. This study continues to demonstrate that no
corporate reputation can thrive without Purpose."
About the Study
The Purpose Priorities Report presents the findings of an online
survey designed and executed in August
2022 among an online sample of 7,000 American adults, ages
18+. The study was fielded by Dynata. Respondents were asked to
rate up to six companies each, with each company rated by an
average of 150 respondents.
About Porter Novelli
Porter Novelli is the strategic
communications company, built on purpose to do business better.
Founded 50 years ago by pioneers Jack
Porter and Bill Novelli,
Porter Novelli is widely considered
to be the founder of social marketing. Trailblazers of their time,
both Jack and Bill believed that organizations could, and should,
be driven by their values, not just by creating value; something
intrinsic to how we do business better today. Fast forward 50 years
and the world is highly complex. In a shifting landscape of
new influences and audience power, Porter
Novelli continues to build on this values-driven philosophy
and work with ambitious clients to decode change, navigate culture
and deepen authenticity to shape reputation and accelerate
growth.
About Omnicom Public Relations
Group
Omnicom Public Relations Group is a global collective of
three of the top global public relations agencies worldwide and
specialist agencies in areas including public affairs, marketing to
women, global health strategy and corporate social responsibility.
It encompasses more than 6,300 public relations professionals in
more than 370 offices worldwide who provide their expertise to
companies, government agencies, NGOs, and non-profits across a wide
range of industries. Omnicom Public Relations Group delivers for
clients through a relentless focus on talent, continuous pursuit of
innovation and a culture steeped in collaboration. Omnicom Public
Relations Group is part of the DAS Group of Companies, a division
of Omnicom Group Inc. (NYSE: OMC) that includes more than 200
companies in a wide range of marketing disciplines including
advertising, public relations, healthcare, customer relationship
management, events, promotional marketing, branding and
research.
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SOURCE Porter Novelli