Over three quarters of public want to work for companies with a good reputation

15 October, 2019

Finally, with ongoing Brexit uncertainty, one in two (49%) adults think businesses will find the next year difficult. The public is thus keen for businesses to focus their efforts on the basics, for example continuing to offer training and development (53%), as well as an added focus on health and wellbeing (49%).

Eleanor Turner, director of Corporate Reputation & Purpose, at Porter Novelli London, said: “At this time of uncertainty, it’s more important than ever for business to recognise the link between purpose and reputation, trust and customer loyalty. This year’s tracker provides examples of companies that have ‘baked’ purpose into their business, putting it at the top of the boardroom agenda and consequently reaped the rewards.

“Importantly, it also highlights the value consumers place on employee wellbeing, plus the role of the employee in being advocates of purpose and influencing whether their employer is perceived as ‘walking the talk’. Business leaders therefore need to ensure they not only find their purpose, but also truly live it.”

Adam Wilson, associate director at Opinium, added: “In recent years we have seen the emergence of the ‘conscious consumer’. It’s almost a given that people want businesses to meet their expectations when it comes to their more tangible needs such as excellent customer service and good value for money. However, more and more we’re seeing consumers redefine the “basics” and entwine their ethics in their purchasing habits. They don’t just want to champion issues like health and wellbeing behind closed doors, they want to buy and work for companies that support this too.”