65% of consumers believe that CEOs should be involved in issues that have an impact on society

MADRID, 5 Dic.

65% of consumers believe that CEOs should be involved in issues that have an impact on society


65% of Spanish and Portuguese consumers believe that business leaders should position themselves on issues that, despite not having a significant impact on the company, do have a significant impact on society, according to the report 'The Power of Authenticity 2022', Prepared by OmnicomPRGroup, in which it is detailed that since 2021 "there is a change in the expectation regarding the role of CEOs", from whom "personal activism in defense of the change that society needs" is required.

The document, based on a thousand interviews with consumers in Spain and Portugal during the months of June and July 2022, concludes that the pandemic has had "an accelerating impact" on the demand towards brands and how they position themselves in the face of problems. social. In fact, 64% of consumers believe that for a company to be more credible than its competition, it must talk about its behavior and impact on society and the environment, and not just about the benefits it offers to the customer.

In this way, the report insists that the data extracted from the surveys of these consumers (belonging to ten key sectors of business activity) show that "the authenticity gap with companies arises from analyzing the relationship and attention they give to their customers and considering their social impact.

"The authenticity gap is a gear of active listening that allows companies and institutions to be part of the life of their audiences. Knowing the value of society constitutes a starting point for reflection on the entire business strategy embodied in through the points of contact with each of its audiences. A new strategy that finds in communication the motor to better respond to this examination of the social agents and that today acts as a vector of reputation", says Higinio Martínez, CEO from OmnicomPR Group.

Consumers over 65 and younger generations are the ones who give the most importance to brands taking a position on social issues such as climate change, justice, violence against women and other forms of discrimination.

Specifically, with regard to climate change, close to 80% of consumers believe that brands should develop work practices that protect the environment, such as the use of renewable energy, sustainability training for staff or the commitment to regularly report on aspects environmental, social and corporate governance (ESG).

The employee and working conditions continue to be another hot topic among the population, to which is added the demand for personal inclusion. 76% of consumers believe that companies should provide a work environment that is more diverse, inclusive and equal.

The report suggests that the medium and long-term analysis of these risks is a key vector for reputation, since it can not only improve business strategies, but also allows us to analyze how the company's communication is in each area to help reduce the different authenticity gaps that are identified.

As Martínez points out, measuring authenticity "requires the creation of a transversal story that brings together corporate, product and internal communication and transfers these values ​​to make visible its social contribution and its impact on consumer well-being". In the same way, he concludes that the company must "act in a coherent way with what is said in all the contact points and channels where they are present."