Companies, brands should resonate better with consumers on global challenges: report

Singapore – How companies respond to global challenges and employee reputation is directly correlated with corporate reputation in today’s business environment, according to the latest ‘Brands in Motion’ global study by global communications firm WE Communications.

Data from the report mainly suggests that a company’s reputation is increasingly determined by its response to immediate and public concerns that have universal reach, such as cost of living and the climate crisis.

This shift has occurred alongside an increase in scepticism, with only 44% of brands seen to be delivering on their commitments, as half of survey respondents said that some brands that do take a stand on societal issues are just doing it for the sake of selling more products and services.

Notably, even as consumers are calling on companies to speak out more about issues such as cost of living (60%), employee pay and benefits (54%), the climate crisis (41%), and the responsible use of technology and artificial intelligence (38%), they expect brands to keep talking about and maintain a focus on social justice, DEI and gender equality.

When it comes to employee reputation on the other hand, social media and crowd-sourced rating sites are now fueling greater openness in the workplace about work conditions, benefits and pay. Beyond business performance, companies now must be transparent about employee experience, with 92% of respondents believing that employer-employee relations are among the essential characteristics of a company to build and maintain a great reputation.

Talking about these findings, Hannah Peters, EVP, corporate reputation & brand purpose at WE Communications, said, “In a world where the need for stability has never felt more personal, companies must go further to demonstrate progress and impact in areas people are feeling most acutely in their daily lives. This being said, long-term commitments remain important, but brands must also meet growing expectations to see and feel urgent action.”

Meanwhile, Rebecca Wilson, executive vice president at WE International, added, “It’s a delicate balance. The old rules of media relations, crisis communications and employee engagement need to evolve to respond to today’s accelerating demands. Brands that successfully pivot to embrace and commit to change will see long-lasting positive effects on their reputation and business success.”