Porter Novelli’s new Reputation Report: People push for real purpose over ‘posturing and politics’

Porter Novelli’s new reputational report reveals a new Era of Accountability in Action and how businesses can do better 

Porter Novelli, the strategic communications company built on purpose to do business better, has published its fifth annual research study of corporate reputation: The Purpose Priorities Report: How to respond in the new Era of Accountability. It includes a new Better Business Matrix to help companies navigate current cultural trends and meet the evolving demands of their audiences.

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Since the onset of the COVID-19 pandemic, and in the wake of the 2020 social justice movement sparked in part by George Floyd’s murder, companies have made many promises to support change. The increase in extreme weather events, caused by climate change, has also sparked more corporate environmental commitments. And now there is a need to show outcomes from all of this as people are looking to companies for leadership.

• Companies should demonstrate how they are following through on their promises to people, the planet, or society – 84%

The report also highlights how consumers are demanding genuine change, not just marketing campaigns. 

• Companies should have a point of view on environmental sustainability – 78%
• Companies should change the way they operate to address D&I – 72%
• Companies should encourage consumers to support social or environmental issues – 65%

David Bentley, Global CEO of Porter Novelli, commented: “Good intentions aren’t enough. Consumers are tired of talk: they don’t want to see campaigns, they want to see action. Companies are realizing the benefits of doing business better as all audiences demand integrity and business growth will depend on navigating the complex landscape of audience expectations.”

After fires, floods, and droughts this year, the environment is front and center in consumer minds. While quality products and services are a prerequisite for a thriving business, audiences across all ages now expect industry to address sustainability as a core quality issue.

• More than a third (36%) of consumers will start or increase purchasing from companies that share a point of view on environmental sustainability that is aligned with their own, but…
• Half (51%) of consumers report they will stop or reduce purchasing from companies that go back on promises they make to address social or environmental issues.