GlobeScan’s research recently highlighted a significant trust gap facing businesses. Global companies are less trusted than other institutions to “operate in the best interest of society.”
This week, we feature another finding from our annual global Radar survey, conducted in over 30 countries and territories, that highlights public expectations of large companies. The results show that beyond ensuring the health and safety of their products, people hold the highest expectations for companies to pay fair wages, operate sustainably and offer sustainable products, provide good jobs, treat all employees fairly, and be transparent about their operations – out of a list of 20 expectations.
Net expectations are calculated by subtracting negative responses (1+2) from positive ones (4+5) on a five-point scale, where 1 means “Not held responsible” and 5 means “Held completely responsible.”
WHAT DOES THIS MEAN?
Balancing action and transparency is essential for companies to build trust. Addressing environmental and social responsibilities such as fair wages and employee treatment or sustainable operations and products is critical, but these efforts must be matched with transparency. One without the other will not deliver on gaining the trust of consumers.
In an era of greenhushing and increasing anti-greenwashing regulations, companies are tempted to take action behind the scenes. However, companies must communicate both successes and challenges to show genuine commitment and foster deeper, trusted relationships with their consumers and stakeholders.
Based on a representative survey of over 30,000 people across 31 countries and territories, Radar draws on over two decades of GlobeScan’s data on public opinion and societal issues.
Countries and territories include Argentina, Australia, Brazil, Canada, China, Colombia, Egypt, France, Germany, Hong Kong, India, Indonesia, Italy, Japan, Kenya, Mexico, Netherlands, Nigeria, Peru, Portugal, Saudi Arabia, Singapore, South Africa, South Korea, Spain, Sweden, Thailand, Türkiye, UK, USA, and Vietnam.
Survey Question: Below are things some people say should be part of the responsibilities of large companies. For each one, please indicate to what extent you think companies should be held responsible.
Source: GlobeScan Radar Trends Report (survey of 30,216 people in the general public in July ‒ August 2024)
