Consumer influence on brands has grown over five years

Weber Shandwick’s report The Company Behind The Brand II: In Goodness We Trust shows that 68% of consumers and 59% of executives believe brands are influenced by consumer opinion more than they were five years ago.

The report, which conducted an online survey of 2,100 consumers and 1,050 senior executives across 21 markets worldwide, shows that 86% of global consumers believe they are a powerful force in influencing companies today and 91% of executives agree.

Consumers think the most effective ways to do this are through reader reviews (59%), information sharing (56%) and buying from or boycotting companies (48%).

Executives are even more likely to feel that companies are affected by sharing information (68%), reading and writing consumer reviews (67%) and boycotting (57%).

Consumer discussions are dominated by what’s “good for them”

While, unsurprisingly, 50% of the consumers in the report are most likely to discuss or share information about customer service from companies they also want assurance that a brand will ‘assure’ their overall sense of well-being and emotional connection.

The top topics consumers discuss or share information about regularly include; how healthy or good company products and services are (47%), how they feel about the products/services from companies (47%), how safe company products/services are (42%) and how honest and ethical companies are (40%).

According to the report, the good news is that executives sampled in the survey report that, for the most part, their companies are promoting the same topics consumers are having discussions about, including how healthy/good their products or services are for their consumers.

Micho Spring, chair of global practice at Weber Shandwick, said: “One of the more frequent conversations we are having with our clients today is how can a company keep itself and its reputation from harm? As our new study shows, preparedness must be approached from two angles.

“First, ensure that the organisation, not just its products and services, is purposeful — good for all its stakeholders, external and internal, as well as society. Second, when a company derails from its mission of good, how it then reacts is at the centre of its reputation, which requires thorough preparedness and a distinctive culture of common values.”

Related Posts
Tom Ritchie: We are on the precipice of an earned media revolution
Tom Ritchie: We are on the precipice of an earned media revolution
New technology is set to revolutionise earned media and allow communicators to target audiences and measure ROI like never before, says Tom Ritchie, Cision’s EMIA VP GTM. [...]
Issa PR to promote launch of Danish public artwork
Issa PR to handle international launch of Danish public artwork
Issa PR has been appointed to handle the international launch of a public artwork in Denmark that will be unveiled on Saturday 31 March. The agency will represent artists [...]
Promote PR scores England Hockey World Cup brief
Promote PR scores 2018 England Hockey World Cup brief
England Hockey has appointed sports and fitness specialist Promote PR to support this summer’s Vitality Hockey Women’s World Cup. Promote PR will focus on maximising [...]
FleishmanHillard Fishburn bolsters consumer team with three new hires
FleishmanHillard Fishburn bolsters consumer team with three new hires
FleishmanHillard Fishburn has hired Sherawaye Hagger, Pip Solway and Emma Padden as directors to enhance its consumer team’s strategic offering. Padden joins the firm from [...]
Copyright © 2018 Gorkana