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Flair Italy 2018 - A Country in Search of Identity
This is the eighth edition of Ipsos Flair Italy. Once again we have reported what is happening in the country, including the reactions of Italians and how they feel about their place in the world.
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Ipsos Update – January 2018
Happy New Year! January’s edition of Ipsos Update features new papers on Audience Measurement and Sensory Spatial Segmentation, Canada's "critical numbers", the Digital Gov' Barometer, Perils of Perception, and a round-up of some of our research in Europe over the past year.
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The Reputation Council report 2017
With the pace of change quickening, we ask Council members about the challenges they face in their day to day activities; when it’s right to pursue corporate activism, and the risks and rewards of doing so; the importance of the ‘employer brand’; and whether Millennials truly a different audience from a communications perspective?
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Global perspectives on sector reputations
Which industries are facing the greatest reputation challenges at the moment?
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The life of a modern communicator
Corporate communicators need to demonstrate a deep commercial understanding of the business issues their organisations face – this gives them credibility around the leadership table. They operate in fast-moving and complex environments and need to be able to learn and adapt quickly. Building strong relationships and networks with influencers and decision-makers (both internally and externally) is essential if they are to get things done.
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Taking a stand – Do the rewards of corporate activism outweigh the risks?
Corporate activism is both an opportunity and risk, with council members acknowledging both sides of the debate in equal measure. There is widespread acknowledgement that corporate activism is expected by consumers, but is also very hard to do well. Authenticity is the key, with campaigns that are true to your corporate values having the greatest chance of success.
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The biggest issues currently facing corporate communicators
Fractured media environment, employee brand, internal communications and talent acquisition, purpose and CSR, Brexit...
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Employer branding – corporate reputation and the war for talent
Having a strong employer brand is crucial to corporate reputation, giving companies not only a recruitment edge in the growing talent war but also the highest-quality long-term ambassadors to deliver on their brand promises. Employees are more demanding than ever when it comes to what they expect from their employer but this is not purely down to Millennials; employees at all life stages want a career with a deeper purpose. Getting it wrong and failing to deliver on the employee brand expectation can have consequences that extend well beyond employees; consumers too are demanding more from corporates.
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The ins-and-outs of equity flow
Equity flow is an important way to leverage value from a strong reputation. It can be used to build business when market opportunities arise, or as a defence when reputation turbulence hits. Above all, the management of equity flow should be seen as a strategic process that brings together people across the marketing, communications and leadership spectrum.
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Communicating with Millennials – attitudes and beliefs within the ‘echo-chamber’
Millennials can be challenging to communicate with, but corporate comunicators often do not think in terms of age, but rather attitudes and behaviours. The most worrying phenomenon concerns ‘echo-chambers’. Millennials trust companies and engage with those that are transparent, responsible and have something to say. however, true loyalty is hard to achieve.