Global@dvisor Highlights
The Top World Engaged Public Opinion Influencers Embrace Global Trade and Corporate Investments But Want Their Governments To Crack Down on Companies. Movers and Shakers of Public Opinion Show Acute Risk to Company's Reputations and Operations
A majority of the worlds most engaged citizens say that while they personally embrace global trade and corporate investment in their homeland, they want their governments to get more aggressive and crack down on the activities and influence of national and multinational corporations a new survey reports today.
Meet The Intelligaged(TM) Today's "Canary in the Coalmine"
The poll, covering 20 of the worlds leading and burgeoning powerhouse economies, indicates that the public opinion environment puts global and national corporations at risk for potential government interventions and tighter regulatory incursions because its most engaged citizens will back such moves.
The survey, involving 20,000 interviews and completed just a few weeks ago, shows that a full majority (71%) of this key audience -- specifically defined by their involvement and societal impact within their country -- indicate that foreign companies have too much influence over the economy in their country, and even more (75%) believe their government should be more aggressive in regulating corporations.
What makes these findings most acute and vital for corporations is that the population surveyed represents the movers and shakers of public opinion in these countries. These citizen-consumers are the most engaged and involved people in these societies, so they shape the environment within which other citizen-consumers participate. If you understand what they think, you can more easily measure and anticipate risk to an organization's reputation and operations.
But, it's clear that despite their current views on having their governments step up the controls on companies within their countries, they're actually global trade and corporate investment supporters, not the expected stereotype.
Among other findings, 91% believe that expanding global trade is a "good" thing, another 81% advocate that investment by global companies in their country is essential for their growth and expansion, and two-thirds (63%) agree that overall, globalization is a good thing for the world.
These people are not talking out of both sides of their mouth. Most are real or potential kindred allies for organizations at the macro level, but they're deeply concerned right now with what's happening in their own backyards and want their governments to use their powers to reign things in.
The survey audience was identified by way of their engagement in various pursuits that suggest an Intelligaged(TM) (1) global population - 100% are online, 68% voted in the last election they were eligible to do so, half have instigated political, economic and social discussions with others, and 37% have signed a petition within the past year. On the consumer behavior side, half (47%) chose to buy a product or service because of a company's ethical, social or environmental reputation. Alternately, one third (33%) advised others against using a specific company or service for the same reason.
Survey Methodology
Ipsos Global@dvisor Reputation Risk Identifier -- specifically constructed to understand the reputation risk environment critical to protecting the goodwill and equity - both financial and public - of corporate brands -- was conducted in April of 2007, and will field again in October of 2007.
The exhaustive bi-annual survey assesses the public opinion and reputation risk environment and covers areas and topics including Social & Political, Corporate & Business, Industrial Sector or Segment, Corporate Issues and Ranking (Rank & Radar), Benchmarking for 60+ global brands, Activist & Activism Profiles, Media & Internet Profiles and Corporate & Competitor Brand profiles.
By surveying 20,000 Internet Intelligaged, and digital information opinion leaders, about corporate, social & political, foreign investment, expansion, the environment, and other critical business risk affecting your business landscape", through 1,000 interviews, in 20 countries, across the Ipsos global online panel access network, and results made available through the Global@dvisor research service digital platform.
20,000 interviews, in 20 countries, over 20 days, twice a year
We call it Ipsos Global@dvisor Reputation Risk Identifier
To learn more about Global@dvisor Reputation Risk Identifier, please visit: http://www.ipsos-na.com/products-tools/public-affairs/global-advisor/
(1)Intelligaged(TM) is a trademark used by Ipsos Reid Public Affairs, Inc. ("Ipsos Public Affairs") and shall not be reproduced or used in any manner without the prior written consent of Ipsos Public Affairs.
