Are you tired of wake up the company constantly on the offensive and constantly on social issues? Do you want the companies in which you invest, buy and watch the news and on street corners to focus on selling goods and making money rather than “fairness” and “diversity”?
Well, so does much of the American public.
Based on a poll conducted by the Brunswick Group, only one “36% of voters unequivocally agree that companies should speak out on social issues.Furthermore, only 39% of voters think the company’s messaging on social issues is effective. That means more than 60% of the public (60% majority) want CEOs to stay quiet about social issues and think that when those CEOs speak up, it’s not effective for them to do so.
That finding is in stark contrast to the CEOs themselves, 63% of them believe they should speak up about social issues and 74% of them think their messaging on those issues is effective. .
As the Brunswick Group states, it means that the Company’s executives “2-vs-1 is “out of step” with broader public sentiment regarding participation in social issues.”
Digging into the matter, Brunswick Group adds that:
As the data shows, the organization’s impulse to tackle any and every social problem is disregarded by its audience, disconnected from what people want, and even undermining the company’s credibility.
[…]The urge to participate is only part of the story and does not stand alone. People are tired of politics. Democrats and Republicans don’t like it, and voters don’t want to read about politics or watch it on TV. And new Brunswick data suggests it doesn’t want companies to necessarily weigh in on the day’s issue.
This attitude reflects the widespread alienation that most Americans (Democrats and Republicans) feel towards people and institutions of power. New research from Gallup shows that Americans are increasingly trusting all of America’s institutions, with the exception of the military, small businesses, and police. Corporations are ranked third from last, just above Congress and TV news.
In this polarizing and challenging environment, it’s no surprise that voters want companies to give careful thought to how and when they weigh issues.
Furthermore, while the data suggests that the public views some corporate actions, such as assisting disaster-affected communities, as generally positive and authentic, it also shows that they view most of the company’s messages and actions are not authentic and therefore not positive.
That’s especially true, the report found, when companies reflexively speak out about prominent social issues and do nothing more, a problem known as the “Talking Trap.” For example, more than 60% of voters think that “companies only speak up on social issues to have a better view of consumers and are not sincere. ”
So while some members of the public may generally accept the company’s efforts to provide real aid to certain communities, a majority are disheartened and adamant. against companies that disregard cultural issues just to show that they can deliver the right message.
Source link Research Search Most consumers want companies to be quiet about social issues