Brands need to bridge the gap between their commitments and behaviors From After investigating more than 200 enterprises in China, Foley’s authenticity gap report shows that

The following is the Brands need to bridge the gap between their commitments and behaviors From After investigating more than 200 enterprises in China, Foley’s authenticity gap report shows that recommended by recordtrend.com. And this article belongs to the classification: research report, Industry information.

Frey international communication consulting recently released the 2021 global authenticity gap report, which studies a series of actions that brands need to take to meet consumer expectations.

This research report based on the five major markets in the world shows that nearly two-thirds (64%) of consumers believe that if enterprises want to be more trustworthy than their competitors, they must talk about their behavior and its impact on society and the environment, not just the customer benefits they provide. The report also found that:

Three quarters (75%) of the surveyed industries failed to meet customer expectations in protecting the environment. This situation is particularly prominent in Germany (75% of enterprises fail to meet expectations) and the UK (68% of enterprises fail to meet expectations).

95% of the surveyed industries failed to meet expectations in providing customers with higher value.

Across all industries, consumers hope that enterprises can fulfill their commitment to improve, but nearly half (45%) of enterprises fail to come up with innovative solutions.

Data security and privacy are the primary concerns of consumers. Less than half (45%) of consumers are willing to let enterprises collect personal information to provide more convenient and personalized services.

John Saunders, President and CEO of Foley international communication consulting, said: “with the increasing polarization of beliefs, ideas and facts, institutions around the world need to really understand how to conduct real communication based on their own nature and the expectations of society. They need to listen to the opinions of people in the same industry, understand their performance in the competition and know what the audience really cares about. “

Foley international communication consulting launched the authenticity gap survey in 2012 to interview informed consumers from five countries to understand their views on more than 200 enterprises in 20 industries, so as to analyze the consistency of consumer expectations and experiences. The survey data help enterprises to judge their authenticity, shortcomings and how they compete with industry competitors in terms of customer interests, social results and management behavior.

Main findings of China Market Research:

Informed consumers in China expect business leaders to express their true positions on key policies and issues such as environment or public health

Higher value is the primary factor of brand cognition, but only 35% of the 20 industries surveyed met the expectation.

Innovation followed, but only five industries (25%) achieved the level of innovation expected by consumers.

The importance of environmental protection to Chinese consumers ranked fourth. Chinese enterprises have done relatively well in this field, and 60% of industries have met consumer expectations.

Compared with other countries, it is more important for Chinese consumers for business leaders to do the right thing. However, 13 of the 20 industries did not meet expectations on the point that the management did the right thing.

In terms of social influence, consumers expect enterprises to participate in solving problems, not just in discussions

Environmental protection / climate change is the top issue that informed consumers expect enterprises to make a difference, and 39% of respondents expect enterprises in China to support this issue.

81% of Chinese consumers believe that enterprises should adopt the way of working to protect the environment.

67% of Chinese consumers believe that if enterprises are to be more trustworthy than their competitors, they must talk about their behavior and its impact on society and the environment, not just the benefits they provide to customers.

Although diversity and inclusive working methods are crucial to employees, 35% of informed consumers believe that Chinese enterprises have more room for progress in this regard to improve the working environment.

Chinese consumers tend to agree that CEOs should take an open position on issues that may lead to polarization or go beyond traditional terms of reference. Three quarters (75%) of informed consumers said that CEOs should speak on the issue of “little impact on enterprises but important impact on society” – paying particular attention to the diversity of employees and leaders.

Similarly, 80% of consumers agreed that the CEO should speak in the discussion of environmental policy, and three-quarters (75%) of informed consumers believed that business leaders should play a role in the formulation of health policy.

Main findings of global research:

Consumers expect leaders to express their true positions on key policies and issues such as environment or public health

Two thirds (65%) of informed consumers expect the CEO to speak on issues that have an important impact on society, even if they may not affect the development of enterprises.

Three quarters (73%) of consumers believe that the CEO should actively support and influence environmental issues and policy adjustments.

65% of consumers said that CEOs should play a role in influencing health policies.

In terms of social influence, consumers expect enterprises to participate in solving problems, not just in discussions.

Although diversity and inclusive working methods are crucial to employees, nearly half (48%) of informed consumers in most countries believe that enterprises have more room for progress in this regard to improve the working environment.

More than one third (38%) of consumers expect enterprises to take an open position on the issue of income gap.

More than half (55%) of consumers believe that enterprises are not committed to doing the right thing, especially in Brazil (75%), China (56%) and the United States (54%).

Consumers don’t expect brands to make a difference in everything they care about

The topics most concerned by informed consumers include data security, data privacy, access to affordable and high-quality medical and educational resources, and violence against women

Issues on which informed consumers expect enterprises to make a difference: first, data security and data privacy, followed by environmental protection / climate change, as well as the minimum wage and income gap.

Foley international communication consulting has developed a new strategy to help the brand put authenticity into action. For more information on the global authenticity gap report, please refer to the power of authenticity.

The authenticity research in 2021 was completed by the internal research team of Foley international communication consulting true global intelligence. The survey covered 10285 consumers over the age of 18 from Brazil, China, Germany, the United Kingdom and the United States. “Informed consumers” in the report refer to individuals related to or interested in the 20 industries studied in the 2021 authenticity gap survey. The survey was conducted online from March 2 to April 16, 2021.

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