infografia estudio de percepciones: cnbc y burson-marsteller corporate perception indicator a global...

Six years after the economic crisis hit,the reputations of

CORPORATIONS & THEIR SENIOR EXECUTIVES show improvements, but there is still work to doThe di�erences of opinion across several key fault lines are still stark 1

The public wants to hear more from corporate leaders.Their corporations’ long-term success depends on it.

Respondents around the world want to learn more about howthe work of corporations and their leaders contributes to economic opportunity

and how they are solving social challenges.

A plurality of US Millennials (40%)view corporations as asource of fear not hope

40% of US Millennialsconsider a corporation’s charitable

activities as they maketheir purchasing decisions

US Millennials are a global generation. They are less concerned about products being

made in their own country and worry less about outsourcing than older generations.

- Don BaerWorldwide Chair and CEO, Burson-Marsteller

“

“

The survey is acorporate compass

that points in thedirection of corporations and

their leaders having even deeper engagement with the broader

publicabout their essential roles in building the economy and improving society.

FAVORABLE TO CORPORATIONS

DEVELOPED MARKETS’ VIEW OF CORPORATIONS

EMERGING MARKETS

Say corporations were not humbled by the economic crisis and do not act more responsiblythan before

Across the developed world, 70% of people say that corporations play positiveroles in creating economic growth

say strong and in�uential corporations are good

3/5

MAINSTREET C-SUITE

IN DEVELOPED MARKETS

vs.

AMERICANS & THE CHINESE ARE ON OPPOSITE SIDES OF THE WORLD.

The American public is dividedon whether corporations are asource of hope (36%) or fear (37%)

84% of Chinese respondents say corporations are a source of hope

55%OF THE PUBLIC

52%OF

EXECUTIVES

72%

52%

FAVORABLE TO CORPORATIONS

A MILLENNIAL MOMENT

OPPORTUNITIES70%

About Burson-MarstellerBurson-Marsteller, established in 1953, is a leading global public relations and communications �rm. It provides clients with strategic thinking and program execution across a full range of public relations, public a�airs, reputation and crisis management, advertising and digital strategies. The �rm’s seamless worldwide network consists of 73 o�ces and 85 a�liate o�ces, together operating in 110 countries across six continents. Burson-Marsteller is a unit of WPP, the world’s leading communications services network. For more information, please visit bm.com.

About Penn Schoen BerlandPenn Schoen Berland (PSB), a member of Young & Rubicam Group and the WPP Group, is a global research-based consultancy that specialises in messaging and communications strategy for blue-chip political, corporate and entertainment clients. PSB’s operations include over 200 consultants and a sophisticated in-house market research infrastructure with the capability to conduct work in over 90 countries. The company operates o�ces in Washington, D.C., New York, London, Seattle, Los Angeles, Dubai, Delhi, Miami, The Dominican Republic and Denver, which are supported by an in-house �elding capability and are fully equipped to provide the complete creative solutions PSB clients need. More at www.psbresearch.com.

CORPORATEPERCEPTIONINDICATOR

A Global Corporate Compass

Burson-Marsteller CNBC

1 A landmark global survey of 25,000 individuals in the general public and 1,800 top corporate executives from 25 global markets conducted by Penn Schoen Berland with a sample provided by Kantar.

1/3 say it is good when corporations are strong and in�uential, because they are the engines of innovation and economic growth

SEE THEM AS DRIVING INNOVATION

67%