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The Burson-Marsteller/CNBC Corporate Perception Indicator, a landmark global survey of nearly 27,000 individuals from the general population and 1,800 business leaders, provides a deep assessment of the performance of corporations and CEOs worldwide. The survey findings reveal real improvements but also indicate that significant work still needs to be done to dispel qualms about the corporate sector and its leaders. The research was conducted by Penn Schoen Berland with sample provided by Kantar. Visit bm.com or cnbc.com/corporate-survey to learn more.
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GENERAL PUBLIC C-SUITE Sample
Size Margin of Error Sample Size
Margin of Error
Total Sample 25,012 ±0.62% 1,816 ±2.3%
United States 1000 ±3.10% 76 ±11.24%
Canada 1001 ±3.10% 75 ±11.32%
Brazil 1004 ±3.09% 77 ±11.17%
Mexico 1000 ±3.10% 76 ±11.24%
Colombia 1003 ±3.09% 54 ±13.34%
Germany 1010 ±3.10% 78 ±11.10%
France 1002 ±3.10% 77 ±11.17%
United Kingdom 1013 ±3.08% 75 ±11.32%
Russia 1015 ±3.08% 79 ±11.03%
Italy 1009 ±3.09% 76 ±11.24%
Spain 1000 ±3.10% 75 ±11.32%
Netherlands 1003 ±3.09% 75 ±11.32%
Poland 1000 ±3.10% 75 ±11.32%
China 1000 ±3.10% 75 ±11.32%
Japan 1000 ±3.10% 77 ±11.17%
South Korea 1000 ±3.10% 75 ±11.32%
India 1001 ±3.10% 75 ±11.32%
Indonesia 1000 ±3.10% 75 ±11.32%
GENERAL PUBLIC C-SUITE
Sample Size
Margin of Error
Sample Size
Margin of Error
Malaysia 1001 ±3.10% 75 ±11.32%
Singapore 1000 ±3.10% 77 ±11.17%
Hong Kong 1000 ±3.10% 75 ±11.32%
Turkey 1025 ±3.06% 60 ±12.65%
UAE 923 ±3.23% 75 ±11.32%
South Africa 1000 ±3.10% 34 ±16.81%
Australia 1002 ±3.10% 75 ±11.32%
GENERAL PUBLIC C-SUITE
Sample Size
Margin of Error
Sample Size
Margin of Error
North America 2001 ±2.19% 151 ±7.98%
Latin America 3007 ±1.79% 207 ±6.81%
Europe 8052 ±1.09% 610 ±3.97%
Asia 8002 ±1.10% 604 ±3.99%
Middle East 1948 ±2.22% 135 ±8.43%
Emerging Markets 11972 ±0.90% 830 ±3.40%
Developed Markets 13040 ±0.86% 986 ±3.12%
BRIC 4020 ±1.55% 306 ±5.60%
Penn Schoen Berland fielded the survey June 28 through August 15, 2014 using a sample provided by Kantar.
SAMPLE SIZES
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AUDIENCE DEFINITIONS General Public (GP): Individuals 18 years and older
C-Suite: Executives at companies with 50+ employees with job titles of at least director, often including vice presidents and above
Regions: North America: United States, Canada Latin America: Mexico, Brazil, Colombia Europe, Middle East, Africa: Germany, France, UK, Russia, Italy, Spain, Netherlands, Poland, Turkey, UAE, South Africa Asia-Pacific: China, Japan, Korea, India, Indonesia, Malaysia, Singapore, Hong Kong, Australia
Other groups highlighted throughout: Emerging Markets: Brazil, Mexico, Colombia, Russia, Poland, China, India, Indonesia, Malaysia, Turkey, UAE, South Africa Developed Markets: United States, Canada, Germany, France, United Kingdom, Italy, Spain, Netherlands, Japan, Korea, Singapore, Australia, Hong Kong* BRIC: Brazil, Russia, India, China *Hong Kong SAR included separately from China given economic distinctions
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Executive Summary
Survey conducted by Penn Schoen Berland.
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Six years after the 2008 Financial Crisis, Burson-Marsteller and CNBC surveyed 25,000 individuals in the general public and more than 1,800 corporate executives in 25 markets around the world. The objective was to understand the hopes, fears and expectations about corporations and corporate executives in society and the economy and how to strengthen their reputations.
PURPOSE
There are signs globally of positive attitudes towards corporations Corporations generally are viewed as playing a positive role in job creation,
economic growth and innovation Most major industries are viewed favorably in both developed and
emerging markets They tend to be seen as having become more socially and environmentally
responsible
KEY FINDINGS: SEVERAL KEY DETERMINATIONS EMERGE THAT SET THE CONTEXT FOR THE ENTIRE REPORT:
1. Survey finds significant strength of corporate reputations, but still real work to be done
Despite those positive attitudes, both the general public and business leaders retain reservations about the economic, political and social activities of corporations Large majorities in developed markets say the financial crisis did not humble
corporations, leaving them to act no more responsibly than in 2008 Challenges, most prominent in developed markets, include concerns about
whether corporations will play a positive role in the future, their influence over government and whether they pay a fair share of taxes
2. Where you sit shapes your views of corporations and CEOs
MAIN STREET VS. C-SUITE In developed markets, there is a sharp difference between how the general public (more skeptical) and how C-Suite business leaders (more positive) view corporations
DEVELOPED VS. EMERGING MARKETS The general public in emerging markets has a strongly positive view of the role corporations play, while the general public in developed markets tends to have less favorable views
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KEY FINDINGS (CONTINUED)
US VS. CHINA The US general public and the Chinese general public sit on opposite sides of the spectrum on their views of both corporations today and the role of corporations in the future (Chinese have far more positive opinions of corporations than Americans)
MILLENNIALS Pluralities of US Millennials (ages 18-34), along with Baby Boomers (ages 50-64), see corporations as a source of fear, while a plurality of Americans over 65 years sees them as a source of hope
2. Where you sit shapes your views of corporations and CEOs
CEOs are viewed as among the most “powerful” people in society, but not the most “respected” – recasting the role of the CEO in a positive light is essential
3. CEOs have great potential to reshape perceptions by redefining their own roles
Contributions to economic growth and job creation Social responsibility, especially related to the environment Policies toward employees Corporate purpose
4. Corporations and their CEOs have pathways for strengthening their reputations through greater communications about a range of activities that respondents say matter but don’t hear enough about, including:
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Survey finds real improvement of corporate reputations, but also significant work still to be done to dispel qualms about the corporate sector and its leaders
Survey conducted by Penn Schoen Berland.
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An overwhelming majority of the global general public believes corporations play a positive role in economic growth, jobs and innovation In developed markets, corporations are not seen as a positive a force on taxes or inequality
Corporations play a positive role in…
83% 81% 81% 81% 78% 75% 69% 69% 66% 65%
61% 59% 58%
70% 66% 67%
73% 64%
58% 51%
55% 52% 45% 42% 40% 40%
Creatingeconomic
growth
Creating jobs Drivinginnovation
Providingconsumerproducts
Providingworkforce
training
Supportingfinancialmarkets
Providinghealthcarecoverage
Promotingdiversity
Providingretirement
benefits
Paying a fairshare of taxes
Address payinequality for
women
Helping thegovernment togovern fairly
and effectively
Addressingincome
inequality
Emerging GP Developed GP
Q: Do you think corporations generally play a positive role or a negative role in each of the following?
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Solid majorities of the public in both developed and emerging markets view most major industries favorably
Q: How favorable are you towards the following industries?
90 85 84 84 81 81
76 75 72 70 69 69 64 61
84 79 76 79
65 65 69
56 47
60 52
47 50 47
Emerging GP Developed GP
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Corporations are viewed as having become more socially responsible, particularly by respondents in emerging markets
24% 18%
11% 4%
65% 77%
GP C-Suite
Q: Do you think corporations have become more or less socially responsible over the past decade?
MORE SOCIALLY RESPONSIBLE
LESS SOCIALLY RESPONSIBLE
39% 30%
17% 7%
44% 62%
GP C-Suite
DON’T KNOW
EMERGING MARKETS DEVELOPED MARKETS Nearly 1/3 of C-
Suite in developed markets say they are becoming less socially responsible
52% of the
general public and C-Suite in Germany say less socially responsible GP C-SUITE
GP C-SUITE
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Corporations are overwhelmingly seen as becoming more environmentally responsible
29% 22%
7% 3%
64% 75%
GP C-Suite
Q: In general, do you think corporations are becoming more or less environmentally responsible?
26% 26%
14% 6%
60% 68%
GP C-Suite
MORE SOCIALLY RESPONSIBLE
LESS SOCIALLY RESPONSIBLE
DON’T KNOW
EMERGING MARKETS DEVELOPED MARKETS
GP C-SUITE GP C-SUITE
12 12
Despite improvements, less than a quarter of the general public in developed markets says corporations have been humbled by the economic crisis
39%
23%
48%
44%
52%
55%
47%
41%
9%
22%
6%
15%
C-Suite
GP
C-Suite
GPEMERGING MARKETS
DEVELOPED MARKETS
CORPORATIONS GENERALLY WERE NOT HUMBLED BY THE ECONOMIC CRISIS THAT
BEGAN IN 2008 AND THEY DO NOT ACT MORE RESPONSIBLY THAN THEY DID
BEFORE
THE ECONOMIC CRISIS THAT BEGAN IN 2008 GENERALLY HUMBLED CORPORATIONS, AND
THEY NOW ACT MORE RESPONSIBLY DON’T KNOW
Q: Which is closer to your view?
The general public and C-Suite in Germany are most likely to say corporations have not been humbled (73% and 74%, respectively).
GP
C-SUITE
GP
C-SUITE
13 13
In developed markets, no consensus among general public and C-Suite on whether corporations are a source of hope or fear Nearly half of the general public sees corporations as a source of hope in developed markets as well and 1 in 4 are not sure, indicating they could be swayed towards hope
58%
44%
70%
64%
32%
30%
23%
22%
11%
26%
7%
13%
C-Suite
GP
C-Suite
GP
CORPORATIONS ARE A SOURCE OF HOPE
CORPORATIONS ARE A SOURCE OF FEAR DON’T KNOW
Q: Thinking about the role of corporations in the future, which is closer to your view?
GP
C-SUITE
GP
C-SUITE
EMERGING MARKETS
DEVELOPED MARKETS
14 14
The general public in developed and emerging markets strongly disagree whether strong corporations are a good thing General public and C-Suite are again more aligned in emerging markets than developed
51%
35%
61%
58%
42%
46%
35%
34%
7%
18%
4%
9%
C-Suite
GP
C-Suite
GP
IT IS A GOOD THING WHEN CORPORATIONS ARE STRONG AND INFLUENTIAL, BECAUSE THEY ARE THE ENGINES OF INNOVATION AND ECONOMIC GROWTH
IT IS A BAD THING WHEN CORPORATIONS ARE STRONG AND INFLUENTIAL, BECAUSE THEY RIG THE
SYSTEM SO THEY DO NOT HAVE TO ACT RESPONSIBLY DON’T KNOW
GP
C-SUITE
GP
C-SUITE
EMERGING MARKETS
DEVELOPED MARKETS
15 15
39%
24%
46%
40%
56%
62%
50%
52%
5%
14%
4%
9%
C-Suite
GP
C-Suite
GP
Globally, majorities of both the general public and business leaders see corporations as not paying what they owe in taxes – especially in developed markets
GP
C-SUITE
GP
C-SUITE
CORPORATIONS TEND TO PAY WHAT THEY OWE IN TAXES – ONLY A FEW TAKE
ADVANTAGE OF LOOPHOLES TO AVOID PAYING THEIR FAIR SHARE
CORPORATIONS TEND TO TAKE ADVANTAGE OF LOOPHOLES TO AVOID PAYING THEIR FAIR SHARE OF TAXES – ONLY A FEW PAY
WHAT THEY OWE DON’T KNOW
China is the outlier, with 63% of both audiences saying corporations tend to pay what they owe
Q: Which is closer to your view?
EMERGING MARKETS
DEVELOPED MARKETS
16
13%
1% 11%
5% 14%
7%
19% 8%
17% 38% 19% 43%
19% 33%
26%
35%
70% 61%
69%
52%
68% 60% 56% 57%
GP C-Suite GP C-Suite GP C-Suite GP C-Suite
Corporations tend to take advantage of loopholes to avoid paying their fair share of taxes – only a few pay what they owe
Corporations tend to pay what they owe in taxes – only a few take advantage of loopholes to avoid paying their fair share
Don’t know
US CANADA UK NETHERLANDS
Q: Which is closer to your view?
Markets where tax inversions are happening, including the US, tend to have negative views on corporate tax payment General public in the Netherlands is slightly more likely than others to say corporations tend to pay what they owe
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Perspectives diverge between “Main Street” and “C-Suite,” especially in developed markets
Survey conducted by Penn Schoen Berland.
18
24% 40%
14% 16%
72% 52%
86% 82%
EmergingCountries
DevelopedCountries
EmergingCountries
DevelopedCountries
C-Suite is more consistent than the general public globally, indicating a global consensus exists among corporate executives
Street and Suite tend to be more aligned in emerging markets, more divided in developed markets
Q: How favorable are you towards the following institutions? Corporations
35%
39%
44%
38%
48%
48%
30%
41%
11%
12%
9%
13%
DevelopedCountries
EmergingCountries
DevelopedCountries
EmergingCountries
TOO MUCH JUST THE RIGHT AMOUNT
TOO LITTLE
Q. Do corporations have too much, too little, or just the right amount of influence over our economic future?
Where you sit shapes your view of the role of corporations
EMERGING MARKETS
DEVELOPED MARKETS
EMERGING MARKETS
DEVELOPED MARKETS
GENERAL PUBLIC C-SUITE
EMERGING MARKETS
DEVELOPED MARKETS
GENERAL PUBLIC
EMERGING MARKETS
DEVELOPED MARKETS
C-SUITE
19
General public in developed markets are the most negative audience C-Suite in developed markets look more like emerging markets than general public within their own
markets
There are significant differences in how the general public in developed and emerging markets talk about corporations
Q: What is the first thing that comes to mind when you think of corporations?
UNITED STATES UNITED KINGDOM
GENERAL PUBLIC
C-SUITE
DEVELOPED MARKETS
20
(continued)
Q: What is the first thing that comes to mind when you think of corporations?
FRANCE GERMANY DEVELOPED MARKETS
GENERAL PUBLIC
C-SUITE
21
(continued)
Q: What is the first thing that comes to mind when you think of corporations?
AUSTRALIA
DEVELOPED MARKETS
GENERAL PUBLIC
C-SUITE
22
(continued)
Q: What is the first thing that comes to mind when you think of corporations?
CHINA BRAZIL
GENERAL PUBLIC
C-SUITE
EMERGING MARKETS
23
(continued)
Q: What is the first thing that comes to mind when you think of corporations?
INDIA UNITED ARAB EMIRATES
GENERAL PUBLIC
C-SUITE
EMERGING MARKETS
24
(continued)
Q: What is the first thing that comes to mind when you think of corporations?
SOUTH AFRICA
GENERAL PUBLIC
C-SUITE
EMERGING MARKETS
25
There is a generational divide within the US general public over consumer priorities and perspectives
Survey conducted by Penn Schoen Berland.
26
35+
43%
41%
16%
I WILL SPEND MORE MONEY TO PURCHASE A PRODUCT MADE
DOMESTICALLY
I WILL PURCHASE THE LESS EXPENSIVE OPTION, NO MATTER
WHERE IT WAS MADE DON’T KNOW
18-34 55% 27%
18%
It is far more important to older Americans that products are made in America UNITED STATES
Q: Which of the following is closer to your view? Showing US General Public
27
Q: If a corporation outsources its manufacturing to another country, does that tend to make you more or less favorable toward it?
Showing US General Public
32%
22%
17%
11%
36%
43%
6% 2%
Much more favorable
Somewhat more favorable
Somewhat less favorable
Much less favorable
Americans 35 years or older are more likely than Millennials to react negatively to outsourcing
UNITED STATES
35+ 18-34
28
Q: How does a corporation’s philanthropic giving influence your purchase habits? Showing US General Public
Millennials are slightly more likely to consider a corporation’s philanthropic contributions when making purchasing decisions
32%
40%
44%
36%
25%
24%
35+
18-34
I’M MORE LIKELY TO PURCHASE A PRODUCT MADE BY A CORPORATION THAT MAKES
PHILANTHROPIC CONTRIBUTIONS
A CORPORATION’S PHILANTHROPIC CONTRIBUTIONS DO NOT INFLUENCE MY
PURCHASE HABITS DON’T KNOW
UNITED STATES
35+
18-34
29
Q: Which of the following do you think is the main reason corporations undertake philanthropic efforts? Showing US General Public
The US general public doubts corporations’ philanthropic motivations – especially Americans over 35 years
37% 34%
15% 14%
27%
49%
10% 15%
Improve reputation Tax benefits Genuine belief in the cause Don't know35+
18-34
30
Opposite Sides of the World: China and the US Out of Sync
Survey conducted by Penn Schoen Berland.
31 31
The general public in China has a significantly more positive opinion of corporations than the general public in the US
42% 21%
49%
75%
UnitedStates
China
Q: How favorable are you towards the following institutions? Corporations Showing General Public
FAVORABLE
UNFAVORABLE
UNITED STATES CHINA
32
73%
17% 12%
80%
15% 3%
Q: In your opinion, is government more on the side of average citizens or corporations? Showing General Public
CORPORATIONS AVERAGE CITIZENS
DON’T KNOW CORPORATIONS AVERAGE
CITIZENS DON’T KNOW
The US general public says the government is on the side of corporations; the Chinese general public says it is on the side of citizens
UNITED STATES CHINA
33 33
The US general public is more than ten times as likely as the Chinese general public to say that corporations have more power than the government
Q: Which of the following has more power? Showing General Public
Government, 51%
Don't know, 11%
Corporations, 38%
Government, 95%
Don't know, 1%
Corporations, 3%
UNITED STATES CHINA
34
A majority in China says corporations pay what they owe in taxes, contradicting views in the US and globally
63%
63%
17%
38%
32%
36%
70%
61%
5%
1%
13%
1%
GP
C-Suite
GP
C-Suite
Q: Which is closer to your view?
CORPORATIONS TEND TO PAY WHAT THEY OWE IN TAXES – ONLY A FEW TAKE ADVANTAGE OF
LOOPHOLES TO AVOID PAYING THEIR FAIR SHARE
CORPORATIONS TEND TO TAKE ADVANTAGE OF LOOPHOLES TO AVOID PAYING THEIR FAIR SHARE
OF TAXES – ONLY A FEW PAY WHAT THEY OWE DON’T KNOW
UNITED STATES
CHINA
GP
C-SUITE
GP
C-SUITE
35 35
While there is uncertainty over the future of corporations in the US, the Chinese general public clearly sees corporations as a source of hope
84%
36%
7%
37%
9%
28%
China
United States
CORPORATIONS ARE A SOURCE OF HOPE CORPORATIONS ARE A SOURCE OF FEAR DON’T KNOW
Q: Thinking about the role of corporations in the future, which is closer to your view? Showing General Public
UNITED STATES
CHINA
36
CEOs have an opportunity to reshape their corporations’ reputations by redefining their own
Survey conducted by Penn Schoen Berland.
37
Globally, people look to CEOs as some of the most powerful people in society, giving them a position of leadership
Q: Who among the following are the most powerful people in society?
58%
44%
32%
20% 16% 14% 11% 10% 6% 5% 1% 4%
44% 35% 38%
29%
11% 11% 7% 7% 3% 4% 1% 11%
Head ofgovernment
Politicians CorporateCEOs
Central Bankleaders
Journalists Labor unionleaders
Clergy Entertainers Universityleaders
ProfessionalAthletes
Other Don't know
Emerging GP Developed GP
In many developed markets, including the US (47%), Germany (43%) and the UK (42%), CEOs are identified as the most powerful people in society – more so than political leaders
38
However, CEOs are not identified as the most respected people in society
Q: Who among the following are the most respected people in society?
32%
25% 23% 19% 19%
16% 13% 11% 10% 8%
3%
10% 14%
17% 22%
10%
16% 16%
6% 7% 6% 5% 4%
28%
Head ofgovernment
Clergy ProfessionalAthletes
CorporateCEOs
Universityleaders
Entertainers Politicians Journalists Central Bankleaders
Labor unionleaders
Other Don't know
Emerging GP Developed GP
Corporate CEOs are more respected by respondents in emerging markets than developed markets, most notably the BRIC nations, minus Russia
39
Corporate executives tend to be seen as most motivated by their own compensation
EMERGING MARKETS DEVELOPED MARKETS
Their compensation (such as salary, bonuses and stock options) 36 34 40 33
Satisfying the corporation’s shareholders 18 18 19 22
Power 19 19 18 14
Satisfying the corporation’s customers 10 11 6 10
Helping to shape society 5 9 3 8
Satisfying the corporation’s employees 5 7 3 8
Don't know 6 2 11 4
General Public in Russia, Germany and South Korea are the most likely to say compensation motivates CEOs, with at least 50% saying compensation motivates corporate executives
Q: What do you think most corporate executives are motivated by?
GP C-SUITE GP C-SUITE
40
There is concern that CEOs care more about growing their own wealth than income inequality
34%
20%
35%
23%
56%
60%
59%
64%
10%
20%
6%
12%
C-Suite
GP
C-Suite
GP
CORPORATE CEOS DO CARE ABOUT GROWING INCOME INEQUALITY EVEN IF THEY ARE
GETTING WEALTHIER BECAUSE IT IS BAD FOR BUSINESS AND THE ECONOMY
CORPORATE CEOS DON'T CARE VERY MUCH ABOUT GROWING INCOME INEQUALITY BECAUSE IT MEANS THEY ARE GETTING
WEALTHIER
Q: Which of the following is closer to your opinion?
EMERGING MARKETS
DEVELOPED MARKETS
DON’T KNOW
GP
C-SUITE
GP
C-SUITE
41
There is uncertainty about the role of CEOs – and, thus, an opportunity for CEOs to define their roles in a positive manner
7% 2%
20%
4% 1% 2%
2%
2%
19% 23%
12%
19%
24% 25% 21%
30%
24% 24% 23% 23%
26% 26% 22% 23%
GP C-Suite GP C-Suite
Communicating with internal andexternal stakeholders to buildsupport for the organisation
Solving issues that theorganisation is facing
Defining the purpose or mission ofthe corporation
Creatively identifying newopportunities
Other
Don't know
Q: Which of the following best describes the role of CEO?
DEVELOPED MARKETS
EMERGING MARKETS
42
Corporations can strengthen their reputations by communicating more on the issues the general public wants to know about more
Survey conducted by Penn Schoen Berland.
43
General public has a strong appetite to hear more from corporations about social responsibility
Q: Do you think corporations generally communicate not enough, the right amount, or too much about each of the following issues?
Showing General Public
62%
61%
60%
54%
47%
30%
17%
18%
20%
21%
24%
28%
13%
11%
10%
16%
20%
35%
8%
10%
9%
9%
8%
7%
Social responsibility
Regulatory and legal issues
Employees
Financial performance
Their corporate purpose
New products and services
62%
56%
58%
47%
50%
27%
18%
19%
21%
26%
26%
39%
5%
7%
3%
10%
8%
20%
16%
18%
17%
17%
17%
14%
Social responsibility
Regulatory and legal issues
Employees
Financial performance
Their corporate purpose
New products and services
EMERGING MARKETS DEVELOPED MARKETS
TOO MUCH NOT ENOUGH THE RIGHT AMOUNT DON’T KNOW