Ipsos Global Reputation Centre – Taking a Stand - 27 September 2017

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Using the findings from new Ipsos research, we explore the potential risks and benefits of taking a corporate stance, how organisations can determine which issues they speak on, and how to communicate their views when they do.

Business

© 2016 Ipsos. All rights reserved. Contains Ipsos' Confidential and Proprietary information and may
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1
The risks and benefits
Taking a stand:
of corporate activism

7
61% 77%
of Reputation Council
members agree that
THE BENEFITS
of taking a stand
are greater than ever
of Reputation Council
members agree that
THE RISKS
of taking a stand
are greater than ever

8
72% 50%
Business journalists MPs
Agree: It is right that
agree
companies take a stand
on socio-political issues
agree

9
83%
21%
Labour MPs Conservative MPs
agree
agree
Agree: it is right that companies
take a stand on socio-political issues.
By political party

10
56%
of Reputation Council members
believe their consumers
expect them to take a stand

11© Ipsos
%of consumers expect
%
companies to take a stand
on socio-political issues
of consumers view
companies which do so
as opportunistic

12
I view them as opportunists
When companies take a stand
agree agree
33% 32%
Business journalists MPs
agreeagree

13
Reputation Council Member
“
“
It has to be relevant,
it has to be in context
and there have to be actions.

18
CUSTOMERS OR STAKEHOLDERS?
DOES IT IMPACT YOUR

19
IN ALL OF YOUR MARKETS
WILL YOUR STAND BE RIGHT
FOR ALL OF YOUR STAKEHOLDERS?

21
TO CONSIDER YOUR APPROACH
TAKE YOUR TIME

23
Reputation Council Member
“
“
It has to pass the sincerity test
otherwise you fall over
and we really don’t want that!

26
The Ipsos Global Reputation Centre
is the insight industry’s most trusted
source of specialist research and guidance.

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Ipsos Global Reputation Centre – Taking a Stand - 27 September 2017

1. © 2016 Ipsos. All rights reserved. Contains Ipsos' Confidential and Proprietary information and may not be disclosed or reproduced without the prior written consent of Ipsos. 1 The risks and benefits Taking a stand: of corporate activism

2. 3 @ipsosreputation

3. 5

4. 6

5. 7 61% 77% of Reputation Council members agree that THE BENEFITS of taking a stand are greater than ever of Reputation Council members agree that THE RISKS of taking a stand are greater than ever

6. 8 72% 50% Business journalists MPs Agree: It is right that agree companies take a stand on socio-political issues agree

7. 9 83% 21% Labour MPs Conservative MPs agree agree Agree: it is right that companies take a stand on socio-political issues. By political party

8. 10 56% of Reputation Council members believe their consumers expect them to take a stand

9. 11© Ipsos %of consumers expect % companies to take a stand on socio-political issues of consumers view companies which do so as opportunistic

10. 12 I view them as opportunists When companies take a stand agree agree 33% 32% Business journalists MPs agreeagree

11. 13 Reputation Council Member “ “ It has to be relevant, it has to be in context and there have to be actions.

12. 14

13. 15

15. © 2016 Ipsos. All rights reserved. Contains Ipsos' Confidential and Proprietary information and may not be disclosed or reproduced without the prior written consent of Ipsos. 17© Ipsos AVOID THE POLITICS

16. 18 CUSTOMERS OR STAKEHOLDERS? DOES IT IMPACT YOUR

17. 19 IN ALL OF YOUR MARKETS WILL YOUR STAND BE RIGHT FOR ALL OF YOUR STAKEHOLDERS?

18. 20 BE PREPARED TO BE CHALLENGED

19. 21 TO CONSIDER YOUR APPROACH TAKE YOUR TIME

20. © 2016 Ipsos. All rights reserved. Contains Ipsos' Confidential and Proprietary information and may not be disclosed or reproduced without the prior written consent of Ipsos. 22 In Summary HAVE A PLAN ASSESS THE RISK CONSULT

21. 23 Reputation Council Member “ “ It has to pass the sincerity test otherwise you fall over and we really don’t want that!

22. 26 The Ipsos Global Reputation Centre is the insight industry’s most trusted source of specialist research and guidance.

Ipsos Global Reputation Centre – Taking a Stand - 27 September 2017

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Ipsos Global Reputation Centre – Taking a Stand - 27 September 2017