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Arielle Bernstein Pinsof @abernstein_13·

Ever wondered what consumers REALLY care about when it comes to companies taking a stand? Amazing new #CSR research & ranking tool by @FinnPartners + @HarrisPoll--presented at @3BLMedia #BrandsTakingStands forum--can help guide strategy. Hats off @AmyTerp @WendySalomon1 & team! https://t.co/481lX9p5VY

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Prioritization of social good is the new factor for corporate reputation. The public cares. #3BLForum #BrandsTakingStands ⁦@HarrisPoll⁩ ⁦@FinnPartners⁩

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Montage Marketing @Montagemktg·

You know that's right! "Women are bringing distinct experiences and intuitiveness into disrupting conventional category myths and rethinking the rules of how to engage customers." - @johngerzema for @Forbes https://t.co/GfBtwe40fy
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The Harris Poll at PRovoke18: PR Brands Need to Think Like Activists to Connect...

Our current consumer activist climate has drastically revolutionized the corporate landscape and, by extension, the world of PR. In today’s highly polarized society, Americans are anxious and disill Our current consumer activist climate has drastically revolutionized the corporate landscape and, by extension, the world of PR. In today’s highly polarized society, Americans are anxious and disillusioned with political leaders. In fact, a recent Harris Poll survey showed that 65% of Americans do not believe in the leadership capabilities of U.S. government officials and in another poll with Career Builder we found that 1 in 5 Americans have lost faith in their leaders’ ability to act.

These findings were unveiled at The Holmes Report’s Provoke18 summit in D.C. on a panel with leading marketing executives: Pfizer’s Global marketing Director for Inflammation and Immunology, Lisa Lieberman; Intercontinental Hotels Group Head of Loyalty Brand Experience, Kelley Baron; and the World Bank’s Head of Digital Communications, Christine Montgomery.

This dissatisfaction with political leaders has pushed Americans to turn to corporate leaders to fill the void in political and civic leadership by solving social ills. 80% of Americans want businesses to get more involved in social issues. More interestingly, consumers have expanded their distrust of big institutions to include a distrust of big companies. This is evident in our recent Reputation Quotient study. Fifteen years ago, the largest companies were the most respected. Size and scale meant trust and esteem. Today, however, a company’s size is no guarantee of a good reputation. Consumer loyalty today is dependent on how a brand differentiates itself through its vision, leadership and social responsibility. Brands with the best reputations today are those taking on social issues, being vocal about their values and investing in their local communities.

“Americans want businesses to get involved, and they believe that businesses have the tools. But just as many people are skeptical that big company leaders are only looking out for themselves,” The Harris Poll CEO John Gerzema said.

“Reputation means something different today. It used be ‘we’re big, you can trust us,’ but today the bigger you are, the less trusted you are. Today the most trusted companies are more intimate, they are more authentic. The companies that have the best reputation are smaller, or they have found some way of connecting in a more personal way.”

This has ushered in the rise of “small,” an era where leadership goes local to resonate with consumers. According to Americans, the top three most effective and trustworthy leaders are small business owners, local community organizers, non-profit/religious leaders. What’s more, 56% of consumers trust smaller brands over larger ones.

To adapt to this paradigm shift, PR leaders need to act small as well and think like activists, grassroots advocates even, which means public relations has evolved into public advocacy. In this new role as public advocate, PR practitioners and brands can perceptually shrinking themselves in three ways:

Getting personal with customers: Brands can create personal experiences for consumers, so customers can build an emotional bond with the company. Corporations can get personal with consumers by offering personalized expressions but also by offering non-traditional partnerships. Take the example of Adidas partnering with Twitter to livestream high school football games.

Fostering communities and values: This means cultivating audiences and consumers, evolving from a brand-watch guard to a community organizer or serving as a local barometer or cultural anthropologist. For instance, Nike community stores recently hired 80% of its employees from a five-mile radius of the stores.

Acting “small” in how they work: For brands to act small in how they work, they need to shift from doing all the work to mobilizing and decentralizing and using data to anticipate desires. Lowe’s, in particular, is committed to developing future skilled trade workforce, thus providing tuition and pre-apprenticeship.

3 min Read

Client

57% of Americans Want to Travel Abroad as They Get Older

By Jane Burnett | Ladders | Scaling up the age ladder doesn’t automatically mean you have to stop having fun. In fact, recent data from TD Ameritrade shows that 57% of Americans say they want t

2 min Read

News

If You Want Us to Recycle, Make It Easy, Says Poll

By Clare Goldsberry | Plastics Today | Two-thirds (66%) of Americans agree that “if a product is not easy/convenient for me to recycle, I probably would not recycle it.” That’s the f

By Clare Goldsberry | Plastics Today |

Two-thirds (66%) of Americans agree that “if a product is not easy/convenient for me to recycle, I probably would not recycle it.” That’s the finding of a new survey of 2,000 Americans conducted by the Harris Poll on behalf of the Institute of Scrap Recycling Industries (ISRI; Washington, DC). That changes the game, as traditionally the effort to increase recycling rates has focused on education and awareness.

“Understanding what is recyclable and what is not can be confusing,” said Robin Wiener, ISRI President. “The easier it is for people to understand if a product is recyclable, the more likely it is to make its way to the recycling stream. This includes not only making products that are easy to recycle through design for recycling and product labeling, but making recycling convenient through collection efforts.”

The survey also provided the following takeaways for brand owners:

The vast majority of Americans (81%) would like to see manufacturers and/or retailers display a “recycling guide” label on products (similar to the energy guide label on appliances) that would detail the parts and percentage of the product that could be recycled and how. Displaying this information more prominently may help Americans consider these aspects of their product when making a purchase; it could also encourage recycling of the product or package when disposing of it.

Younger Americans aged 18 to 34 are more likely to consider product packaging than those older than 34, including whether or not the packaging can be recycled (17% vs 11%), what the package is made of (16% vs 9%) and whether the package is made from recycled materials (16% vs 8%). This could be an important aspect for brand owners targeting the purchasing power of millennials.

“Promoting recycling goes far beyond corporate social responsibility for brands,” said Wiener. “This survey reveals that clearly indicating a products’ recyclability, as well as the use of recyclable packaging, could have a positive impact on a brand’s bottom line. This makes good economic sense and is a win for the environment.”

Global snack-food producer Mondelez in its 2018 Shareholder Resolution noted that “recycling information for consumers will be provided by 2025. The company will work to make it easy for consumers to recycle or re-use product packs after use given the vast array of local recycling systems around the world.”

Read more at Plastics Today.

2 min Read

Client

Latest Harris Poll Survey Reaffirms Importance of Business Aviation to Companies, Communities

The National Business Aviation Association joined the General Aviation Manufacturers Association to release the findings of its latest survey conducted by The Harris Poll demonstrating the value of bu The National Business Aviation Association joined the General Aviation Manufacturers Association to release the findings of its latest survey conducted by The Harris Poll demonstrating the value of business aviation in providing safe, efficient transportation to companies of all sizes, particularly those located in smaller communities with little to no commercial airline service.

“The Real World of Business Aviation: 2018 Survey of Companies Using General Aviation Aircraft,” represents a statistically valid representation of the use of business aircraft. The following are among the survey’s key findings:

Most users of business aviation are small companies employing 500 or fewer workers. 62% of pilots and flight department leaders (identified as "pilots" for survey purposes) stated their companies utilize a single, turbine-powered aircraft.

Many business aircraft are largely flown to towns with little or no airline service, with pilots reporting that, on average, 31.5 percent of their flights over the past year were to destinations lacking any scheduled airline service.

Scheduling flexibility remains a key driver for business aviation, with 51.6 of passengers stating that traveling on business aircraft enables them to keep business schedules that could not be met efficiently using the scheduled airlines.

A significant portion of business aircraft passengers are technical specialists, managers and other company employees, as well as customers. These passengers spend an average of 63% of their time on board business aircraft engaged in work, compared to just 42% when traveling commercially. Furthermore, two-thirds of these passengers say they are more productive on business aircraft flights than when they are in the office.

During the past year, 38% of pilots reported flying business aircraft on humanitarian missions, averaging three such missions annually.

“Once again, we see that business aviation is a vital tool for companies of all sizes, enabling passengers to use their travel time more effectively and efficiently than alternatives, while also providing critical lift to smaller communities and areas in need of emergency relief,” NBAA President and CEO Ed Bolen said.

"Since 2009, we've said, 'No Plane No Gain,' and this updated survey confirms the power of this slogan," said GAMA President and CEO Pete Bunce. "General aviation aircraft are indispensable business productivity tools, allowing flexibility, connectivity and efficiency. But they are also on the front line, providing an essential transportation and supply link for those in need around the world."

See the full No Plane No Gain study here.

2 min Read

Health

Americans Are Excited to Grow Older, Worry More About Health Care Costs and Finances...

Perceptions and aspirations for aging may be experiencing a major shift, according to the new survey of 2,002 U.S. adults commissioned by TD Ameritrade. The study reveals that aging timelines are le Perceptions and aspirations for aging may be experiencing a major shift, according to the new survey of 2,002 U.S. adults commissioned by TD Ameritrade. The study reveals that aging timelines are lengthening, as the average age one would classify someone as “old” is now 74, up from 68 in 2009 1. Furthermore, expectations for longevity are reaching new heights – Americans expect to live to age 84, on average.

“People are living longer 2 and surely that influences perception of what is deemed to be ‘old age’. But it’s also influenced by how Americans aspire to live their lives as they age,” says Matt Sadowsky, director of retirement and annuities, TD Ameritrade. “Our survey shows that people see aging as a time to pursue new goals and passions, reflecting that they intend to live active, fulfilling lives deeper into retirement. A more active lifestyle at older ages contributes to the shift in our perception of old age.”

The Golden Years of Opportunity – Aging Aspirations Are on the Rise

Eight in 10 (81 percent) see aging as an opportunity to reach new goals Three-quarters (76 percent) agree that aging provides time to pursue passions that did not fit into their lives before As they age, most (62 percent) want to spend time with friends and family, travel abroad (57 percent) or take up a hobby (52 percent) Americans say retirement is – or will be – the most liberating phase of their life (72 percent retired, 61 percent pre-retired)

“Our findings show that whether you’re a millennial or a boomer, people are generally upbeat about the opportunities that come with aging,” continues Sadowsky. “Americans are more likely to associate aging with wisdom (65 percent) and experience (69 percent), than becoming a burden (18 percent) or becoming out of touch (17 percent). The optimism extends across all the generations.”

Yet Despite the Glowing Outlook on Aging, Worries Do Exist

Americans worry more about the health care costs and finances (43 and 35 percent, respectively) than death (26 percent) Declining health is the top fear Americans face about getting older, as losing mental and physical function (both 58 percent) rank the highest Nearly half (46 percent) fear losing loved ones.

Read more at The Associated Press.

2 min Read

The Harris Poll

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The Harris Poll at PRovoke18: PR Brands Need to Think Like...

57% of Americans Want to Travel Abroad as They Get Older

If You Want Us to Recycle, Make It Easy, Says Poll

Latest Harris Poll Survey Reaffirms Importance of Business Aviation to Companies,...

Americans Are Excited to Grow Older, Worry More About Health Care...

THP Archives

The Harris Poll at PRovoke18: PR Brands Need to Think Like Activists to Connect...

57% of Americans Want to Travel Abroad as They Get Older

What Americans aim to do as they get older

If You Want Us to Recycle, Make It Easy, Says Poll

Latest Harris Poll Survey Reaffirms Importance of Business Aviation to Companies, Communities

Americans Are Excited to Grow Older, Worry More About Health Care Costs and Finances...

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