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An Introduction to GlobeScan Radar

In a fast-changing world, context is everything.

For more information, contact:

Chris Coulter, President, Chris.Coulter@GlobeScan.com

Sam Mountford, Director, Global Insights, Sam.Mountford@GlobeScan.com

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What is GlobeScan Radar?

GlobeScan Radar is a program of evidence and counsel that draws upon GlobeScan’s unique database of nearly twenty years of tracking of global (20-30 country) citizen and stakeholder perceptions around business and its role in society.

A partnership with GlobeScan through Radar provides companies with access to briefings and data, customised to specific needs. GlobeScan consultants support companies in managing the shifting realities of their operating environment, and share best practice with clients as to how leading companies are managing potential threats to their reputation.

GlobeScan Radar gives companies a comprehensive understanding of the social context in which their business operates around the world to guide communications, issues management, and initiative development. Through performance ratings, the Radar Program helps companies identify how views of various sectors are changing, and which sectors and businesses are the emerging leaders and laggards.

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Why Radar?

GlobeScan Radar is a unique program of insights and data focusing on business and its social role. It provides executives within communications, corporate affairs and CSR functions within global companies with the public opinion insights and data they need to plan and strategize effectively.

Detailed contextual data on global citizens’ expectations, attitudes and perceptions towards business in society.

Sector insight - It provides detailed, regularly updated insight into how sectors are perceived by citizens worldwide; their key issues, leading and lagging companies within the sector and public attitudes towards regulation.

Customised briefings - GlobeScan distils and analyses the findings into a series of highly tailored briefings and presentations for member companies.

Customisable survey – Ahead of each annual survey wave (fielded in January) , members can sponsor additional, bespoke and private questions in each of the countries surveyed

Reliable data - representative samples of 1,000 adults are polled in each of 20-30 countries twice a year, offering a robust basis for decision-making.

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GlobeScan Radar: Providing Global Context and Counsel to Global Companies

• Contextual trends from an annual 20-30 country global survey

• Sector ratings and issues tracking

• Comparative insights between North America, Europe, BRIC countries and emerging markets

• Country and key issue dashboards

Global Contextual Research

• Regular custom briefings/dialogues and strategy sessions, via video conference and in person.

• Customized annual in-person workshop (travel included)

• Integration of insights from international stakeholder expert panel tracking (NGO leaders, government officials, corporate practitioners and academics)

Advisory Services

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Topic List

Trust In Institutions

Rating trust in 7 institutions: national government, national companies, global companies, NGOs, press and media, scientists/academia, UN

Identifying trustworthy companies

Expectations and Views of Companies

Roles of large companies in society

Power of consumers to affect CSR behaviour

Role of government in regulating CSR

Employee motivation and loyalty resulting from active CSR initiatives

Ethical Consumerism

Purchasing power of consumers to affect the way companies operate

Consumer purchasing habits that affect society and the environment

Rewarding/punishing socially responsible/irresponsible companies

Social media chatter about environmental and social issues/causes

Communicating Responsibility

Effectiveness of corporate communications around CSR and environmental initiatives

Source of public awareness of CSR and environmental initiatives

Rating Companies

Rating social responsibility in 16 industry sectors: banks/finance, oil/petroleum, auto, clothing/apparel, chemical, IT/computer, beer, alcohol, tobacco, food, pharmaceutical, mining, telecommunications, energy, media/entertainment, grocery /supermarkets

Identifying socially responsible/irresponsible companies

Environment and Climate Change

Seriousness of environmental problems

Ways to solve climate change

Personal lifestyle choices to reduce environmental impacts

Country Influence

Influence (positive or negative) different countries have on the rest of the world

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How Member Companies are Using Radar

Global Energy Company: To inform public affairs team globally, to inform issues and reputation management and communications strategy.

Global Pharmaceutical Company: Takes advantage of multiple membership briefings to support issues management, reputation enhancement and CSR strategy.

Global Telecommunications Provider: Customized data mining based on key markets and issues to support regional CSR strategy development.

Global Food and Beverage Company: Data used to brief CEO and her team to help launch new direction for the global company.

Global Financial Institution: Use Radar as part of country intelligence service to provide guidance to teams planning new products, services and initiatives in specific markets.

Global NGO: To inform and shape themes and focus of global anti-poverty campaigns.

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Methodology, Countries and Timing

• Representative samples of around 1,000 adults per country in 23 countries (n=24,441)

• Some urban-only surveying in certain developing countries

• Face-to-face and telephone interviewing between January 2013 and February 2013

• Reporting and customized briefings to clients in Spring 2013

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Sample Findings

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Economic woes dominate concerns around the globe, with countries as diverse as booming China and the USA citing the economic situation as the biggest problem facing their nation. Mexicans, in the midst of a vicious war against drug cartels, cite crime and violence as the biggest problem, as do Malaysians and Peruvians. In India, social activist Anna Hazare and an increasingly vocal press have helped to ensure that corruption remains the issue that Indians consider their biggest national problems. Meanwhile, embroiled in a Eurozone, it is no surprise that the Spanish and French publics points to unemployment as their most pressing national concern, as do Africans.

ISSUES TRACKING Wide diversity of issues top of mind nationally

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PUBLIC SENTIMENT TRACKING China and India share relaxed Anglo-Saxon attitudes towards wealth inequality

This matrix plots tolerance for inequality against the degree to which people believe that rich people in their country deserve their wealth.

In the bottom right quadrant, Australia, China, Canada, India, the UK, and USA share relaxed attitudes toward both wealth and inequality. In the English-speaking nations, this is likely to be a consequence of shared cultural attitudes about wealth. In China and India, rising wealth and economic growth are supporting the ideas that inequality is bearable and that the rich are deserving. Brazil, Kenya, and Indonesia are all countries where the public feel that, even though inequality is a problem, the rich deserve their wealth. Meanwhile for the Spanish, undergoing a traumatic financial and social crisis, inequality is seen as a huge problem, and the rich are not considered to deserve their wealth. In this standpoint they are joined by Turks and Nigerians. In France and Germany, inequality is not a seen as a pressing problem, but the rich are still not felt to deserve their wealth.

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A common explanation of falling climate concern in the West has rested on the impact of tough economic times and the re-evaluation of priorities among the public that this has brought. However, with developing countries still enjoying some growth, this is clearly not the whole picture. It is possible that, at a period when this continued growth is starting to look fragile, climate action may be perceived as a threat to rising living standards. It is also likely that decreased political commitment to the issue, and high-profile controversies over such questions as the IPCC's methods and predictions, have impacted on the fight against climate change more than was first thought.

ENVIRONMENTAL CONCERN Climate concern appears to be on the wane, for now

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The corporate world has a significant trust deficit in the eyes of the public when set against the NGO community and, in particular, scientists. Further GlobeScan analysis has in the past revealed that many people question whether companies can be relied upon to act in the best interest of society when their primary purpose is to make a profit and reward their shareholders. This deficit suggests that companies – particularly those without strong national roots - are likely to come off second-best in public disputes with the non-profit community.

TRUST IN INSTITUTIONS Significant trust gap between global companies and scientists/NGOs

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The sectors that continue to enjoy greatest levels of respect among the global public tend to be consumer-facing, and to provide products that are either essential (food), beneficial to our wellbeing (pharmaceutical), or aspirational (IT/computer) in character. Conversely, those at the other end of the spectrum tend either to be associated with a large environmental footprint (mining, oil, chemical) or detrimental effects on public health (beer). After a turbulent few years, it is also noteworthy that negatives for the banking sector are now high.

VIEWS OF INDUSTRY SECTORS IT, food and pharma sectors remain most respected

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This map highlights the way in which different countries see the priorities for companies that wish to be seen as socially responsible. In Europe and North America employee treatment is seen as most critical, while in countries where a large proportion of the population are in poverty, job creation is more likely to be cited, and in emerging economic giants India and China, ensuring high quality products ranks among the most important priorities. This indicates the themes that are likely to resonate most strongly in terms of companies’ CSR messaging.

PERSPECTIVES ON CSR Diverse perspectives on what defines corporate responsibility

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Despite a much greater focus by businesses on articulating a responsible message over recent years, the gap between public expectations and perceived corporate performance remains very wide. This chart gives a clue as to why that may be the case – despite high levels of interest in learning more about CSR, companies’ own communications in this area are widely disbelieved. There is no easy solution to this lack of trust, but a greater embrace of transparency and more use of partnership with trusted third parties by companies may be part of the answer.

PERSPECTIVES ON CSR Interest in CSR comms is up while their perceived credibility remains low in tracking countries

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For twenty-five years, GlobeScan has helped clients measure and build value-generating relationships with their stakeholders, and to work

collaboratively in delivering a sustainable and equitable future.

Uniquely placed at the nexus of reputation, brand and sustainability, GlobeScan partners with clients to build trust, drive engagement and

inspire innovation within, around and beyond their organizations.

www.GlobeScan.com