Corporate America, Some Improvement

November 11, 2014

Corporate America, Some Improvement

The Harris Poll on reputation this year found some good news about reputation so it is always worth sharing. There has been a steady improvement in perceptions of Corporate America. Not enough to break out the bubbly but a marked increase among those who think it is excellent or very good. Among those who believe Corporate America rates on the high end of the scale, we only saw 5% saying so in 2009 at the start of the recession. Now we are at 12% which shows there is a bit of an upswing. And among those who say it is very poor or just plain terrible, those numbers are declining somewhat too. All in all, some positive news for those who defend corporate reputations. Although still a work in progress, banking, insurance and financial services industries show positive gains and now consumers see these industries as part of the solution to our economic woes.

Only 31% say that they learn about company information from social media tools and when they do, only 17% trust this information more than other sources. Friends and family continues to be the ultimate source. 

Most fascinating, a large 6 in 10 say they research companies before doing business with them and nearly half decide not to do business with a company because of what they may have learned about how the company behaves. And if they find out that a company is not to be trusted, one third proactively influences their friends and family to stay away. 

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Leslie Gaines-Ross
Leslie Gaines-Ross
lesliegainesross@gmail.com

As Weber Shandwick’s Chief Reputation Strategist, I focus on the ever changing world of reputation. For the past 25 years, I have relentlessly observed, researched and commented on the rise and fall of reputations.

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