Although corporate communications regarding companies’ engagement with wider society in the context of corporate social responsibility programmes, annual reports and so on receive plenty of coverage, what’s less often reported is how citizens view the influence of companies on society. The results of a Flash Eurobarmeter survey, “How companies influence our society: citizen’s view” (carried out in October and November 2012 but only recently released) goes some way to readdressing that imbalance; it also raises several important communication issues. According to the report, this survey was designed to investigate the views of Europeans and selected other nationalities on the influence companies have on society. In particular the survey investigated the levels of interest and information about what companies do to behave responsibly towards society, perceptions of the efforts companies in different sizes and different sectors make to behave in a socially responsible way; perceptions of the overall influence of companies on society, and who should take the lead in influencing companies to behave in a more responsible way towards society. Just over half of European citizens believe that companies have a positive influence on society, while more than 4 out of 10 believe companies have a negative influence (above left). Interestingly, Europeans are more sceptical about the influence of companies than citizens from other major economies. For example, 79 per cent of Brazilian respondents think that companies have a positive influence on society, followed by just under three quarters of Indian respondents and around 60 per cent of respondents in the US and China; compare these results with the EU’s 52 per cent. And communicators take note: the survey finds an information gap in Europe: 36 per cent of Europeans saying they feel informed about what companies do with regard to socially responsible behaviour whereas 62 per cent say that they do not feel informed (above centre); however, this does not mean Europeans are not interested – 79 per cent say they are interested in what companies do to behave in a responsible way towards society (above right) – a resounding call to action for communicators.
Citizens, companies and society
Facts & Figures Archive
2019
April -
Calling all young communicators
February -
Does business really care about the SDGs?
2018
December -
The ethics of branded content
November -
Are millennials losing faith in business?
October -
Trends in global employee engagement
April -
In experts we trust... again?
March -
Brave new worlds
February -
Experts regarded more trustworthy than peers
January -
Are you GDPR ready?
2017
December -
Asia-Pacific Communication Monitor 2017
November -
Exploring the new employee economy
September -
Pro-business, but expecting more
July -
Expecting the personal
June -
Employee engagement dips
May -
CEOs worried about trust
February -
Trust in crisis
January -
The drivers of uncertainty in 2017
2016
December -
Digital disconnect in risk management
September -
Companies face employee loyalty challenge
April -
Global perspectives on risk
March -
Digital continues to climb
March -
Digital continues to climb
2015
December -
Asia-Pacific Communication Monitor
December -
The factors at play in risky business
September -
The future of corporate communications
April -
Staying on the front foot
March -
Looking at risk around the world
February -
Trust and innovation
January -
Trust in Asia Pacific
2014
December -
Public affairs salaries in Asia Pacific
November -
Asia-Pacific governance survey
November -
Playing to win in the reputation economy
October -
Busting the digital media myths
August -
Fighting to be heard
June -
Influencing the influencers
February -
The real value of reputation
January -
Communicating employee value
2013
December -
Facing a company crisis
November -
The key to growth
October -
Making the grade when stakeholders rule
August -
Effectiveness in community building
June -
Great expectations for CSR
April -
Journalists on PR
March -
Crisis in leadership
February -
Identifying the champion brands
January -
The big issues
2012
December -
Creativity in PR
October -
Qualifications for communicators
August -
The Rising CCO
April -
The role of business in society
February -
Trust in business