Transcript Amanda Little

What is driving change in the market
place?
Insights from the
2007 Edelman Australia
Stakeholder Study
Macro trends
Savvy consumer
China Syndrome
Paradox of the
Boom
The Accelerators
Election Year
Democratisation of
Media
Business Implications
Sphere of Cross
Influence
Customers
Trade
Bodies
Media
Employees
Business
NGOs
Investors
Government
Accountability
Relationship Capital
Edelman Australia’s Stakeholder Study
• Third Annual Quantitative Study for Australia
• Conducted by Harris Interactive
• 140 x 40 minute face to face interviews in Australia: Sydney and
Melbourne
Government officials
NGOs
Institutional investors
Media
Senior business executives
Up-scale consumers
 Trust in Australian institutions and information source
 The drivers of stakeholder opinions of corporations in Australia
 The drivers of responsible corporate behaviour / CSR in Australia
The State of Trust
Trust in Institutions
How much do you trust each of the following institutions to do what is right?
(Percentage equals top three box score for each institution)
100%
90%
80%
Australia 07
70%
Australia 06
Australia 05
60%
50%
35
40%
30%
25
23
21
24
18
20%
22
14
10%
9
6
14
11
0%
Os
G
N
Base: 140
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Go
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Bu
s
Drivers of Business Reputation in
Australia
What makes companies stand out in Australia?
Stand Out Characteristics of a corporation
in Australia
Aus 07
Aus
06
Brand/Product quality
29%
14%
Good after-sale service/Good service
28%
5%
High profit/Profitable
26%
27%
Management/Leadership
25%
22%
Employee development/Employee benefits
21%
27%
Active promotion/Advertising
20%
11%
Ethical/Integrity
16%
18%
Corporate citizenship/Socially responsible
16%
16%
Corporate image/Reputation
15%
16%
Environmental protection
12%
0%
Innovation
8%
14%
Global vs local company
6%
1%
Base: 140
Opinion About Climate Change
“Should Australian businesses do more to reduce the impact of climate
change than they are doing today?”
100%
92
90%
80%
70%
60%
50%
40%
30%
20%
10%
5
3
No
Don't know / can't say
0%
Yes
Base: 140
Opinion About Climate Change
“Would you pay more for products or services from a company that
has a public commitment to reducing the impact of climate change?”
100%
90%
80%
79
70%
60%
50%
40%
30%
19
20%
10%
2
0%
Yes
Base: 140
No
Don't know / can't say
Characteristics of Good and
Responsible Corporations
Characteristics of Good and Responsible Corporations
Characteristics of a Responsible Corporation
in Australia
Aus 07
Aus 06
Provides senior leadership that can be
trusted
93%
91%
Stand behind its products/services when
something goes wrong
92%
92%
Operate in an open an transparent fashion
85%
76%
Offers top quality products/services
84%
73%
Communicates frequently and openly with
employees
82%
80%
Works hard at building relationship with
core stakeholders
77%
75%
Makes products that really impress other
people
52%
41%
Concerned about/active in doing something
about community welfare
51%
37%
Are Companies Measuring Up?
Responsible Corporation
What degree do you believe different types of corporations live up to these
characteristics?
(Percentage equals top three box score for each characteristic)
93
24
Provide senior leadership that can be trusted
36
3
42
92
33
Stand behind its products/services when
something goes wrong
51
56
9
24
Operates in an open and transparent fashion
17
2
85
31
84
43
46
Offer top quality products/services
68
6
0%
Expectation
Base: 140
Western Corp
Australian Corp
20%
40%
60%
Japanese Corp
80%
100%
Chinese Corp
Responsible Corporation
What degree do you believe different types of corporations live up to
these characteristics?
(Percentage equals top three box score for each characteristic)
Communicates frequently and openly with
employees
1
34
Works hard at building relationship with core
stakeholders
82
25
29
25
11
77
41
43
32
Makes products that really impress others
44
52
72
12
Concerned about/active in doing something
about community welfare
2
0%
Expectation
Base: 140
Western Corp
Australian Corp
51
22
27
17
20%
40%
60%
Japanese Corp
80%
100%
Chinese Corp
The Edelman Reputation Pyramid