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Ipsos Global Reputation Centre – Taking a Stand - 27 September 2017

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Using the findings from new Ipsos research, we explore the potential risks and benefits of taking a corporate stance, how organisations can determine which issues they speak on, and how to communicate their views when they do.

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Ipsos Global Reputation Centre – Taking a Stand - 27 September 2017

  1. 1. © 2016 Ipsos. All rights reserved. Contains Ipsos' Confidential and Proprietary information and may not be disclosed or reproduced without the prior written consent of Ipsos. 1 The risks and benefits Taking a stand: of corporate activism
  2. 2. 3 @ipsosreputation
  3. 3. 5
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  5. 5. 7 61% 77% of Reputation Council members agree that THE BENEFITS of taking a stand are greater than ever of Reputation Council members agree that THE RISKS of taking a stand are greater than ever
  6. 6. 8 72% 50% Business journalists MPs Agree: It is right that agree companies take a stand on socio-political issues agree
  7. 7. 9 83% 21% Labour MPs Conservative MPs agree agree Agree: it is right that companies take a stand on socio-political issues. By political party
  8. 8. 10 56% of Reputation Council members believe their consumers expect them to take a stand
  9. 9. 11© Ipsos %of consumers expect % companies to take a stand on socio-political issues of consumers view companies which do so as opportunistic
  10. 10. 12 I view them as opportunists When companies take a stand agree agree 33% 32% Business journalists MPs agreeagree
  11. 11. 13 Reputation Council Member “ “ It has to be relevant, it has to be in context and there have to be actions.
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  14. 14. © Ipsos 16 BRAND PURPOSE AND VALUES? HOW DOES IT FIT WITH YOUR
  15. 15. © 2016 Ipsos. All rights reserved. Contains Ipsos' Confidential and Proprietary information and may not be disclosed or reproduced without the prior written consent of Ipsos. 17© Ipsos AVOID THE POLITICS
  16. 16. 18 CUSTOMERS OR STAKEHOLDERS? DOES IT IMPACT YOUR
  17. 17. 19 IN ALL OF YOUR MARKETS WILL YOUR STAND BE RIGHT FOR ALL OF YOUR STAKEHOLDERS?
  18. 18. 20 BE PREPARED TO BE CHALLENGED
  19. 19. 21 TO CONSIDER YOUR APPROACH TAKE YOUR TIME
  20. 20. © 2016 Ipsos. All rights reserved. Contains Ipsos' Confidential and Proprietary information and may not be disclosed or reproduced without the prior written consent of Ipsos. 22 In Summary HAVE A PLAN ASSESS THE RISK CONSULT
  21. 21. 23 Reputation Council Member “ “ It has to pass the sincerity test otherwise you fall over and we really don’t want that!
  22. 22. 26 The Ipsos Global Reputation Centre is the insight industry’s most trusted source of specialist research and guidance.

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