Research finds public wants companies to help drive positive change, be socially responsible
Transparency, sustainability, and a purpose beyond profit are more than popular catchphrases. They’re now bottom-line expectations for how larger businesses and brands are expected to operate, according to new research by global marketing and communications firm Havas Worldwide.
The latest issue of Prosumer Report, “Project Superbrand: 10 Truths Reshaping the Corporate World,” seeks to understand how the corporate social responsibility movement has evolved over the past decade since Havas Worldwide’s study on The Future of the Corporate Brand in 2007. Findings include:
๏ท Your Oompa Loompas Are Going Viral: Forget trying to keep corporate secrets under wraps. A majority of survey respondents—including 7 in 10 leading-edge Prosumers—say they make it a point to find out about the companies that provide the products and services they buy.
๏ท Heroes Wanted: Two-thirds of the global sample agree that businesses actually bear as much responsibility as governments for driving positive social change, and 62 percent say they’d like their favorite brands to play a bigger role in solving social problems.
๏ท Clear Values Are Invaluable: More than three-quarters of Prosumers say they prefer to buy from companies that share their personal values, and two-thirds of the global sample say a clear set of values helps companies be more profitable.
“Doing something good for society is no longer a nice-to-have for larger companies,” said global CEO of Havas Worldwide and Havas Creative Group, Andrew Benett. “In order to reach ‘superbrand’ status, you must have a strong, clearly communicated social purpose.”
“Project Superbrand: 10 Truths Reshaping the Corporate World” draws on findings from an online survey of 10,131 people aged 18+ in 28 markets: Australia, Belgium, Brazil, Canada, China, Colombia, the Czech Republic, Estonia, France, Germany, India, Ireland, Italy, Japan, Latvia, Lithuania, Malaysia, Mexico, the Netherlands, Poland, Portugal, Saudi Arabia, Singapore, South Africa, Spain, the United Arab Emirates, the United Kingdom, and the United States. The survey was created by Havas Worldwide and fielded by Market Probe International.
Prosumer Reports is a series of thought leadership publications by Havas Worldwide—part of a global initiative to share information and insights, including proprietary research, across its network of agencies and client companies.
Droga5 Appoints Emma Montgomery As Global Chief Strategy Officer
Creative agency network Droga5 has appointed Emma Montgomery as global chief strategy officer. She is the third global appointment for the agency this year, with Pelle Sjoenell named worldwide chief creative officer this past March, and global CEO Mark Green recently appointed this fall. Montgomery will be responsible for connecting and supercharging Droga5โs strategy and creative offerings globally. She will be based in its headquarters in New York City.
โEmma is a world-class strategic leader and authority that Iโve long admired and dreamt of being partners-in-crime with,โ said Sjoenell. โHer work inspires the creativity that connects people and brands in ways that move business and culture forward, so Iโm excited to finally be able to work with her alongside Mark, and to see her lead and further strengthen our leadership and strategy teams around the world.โ
Montgomery joins Droga5 after serving as CEO of DDB Chicago. Sheโs been in the industry for over 20 years, and has served in several high-level leadership positions throughout her career, including as president and CSO of Leo Burnett Chicago, global CSO of TBWA, and CEO of Leo Burnett Australia. Sheโs also worked across a breadth of categories and multiple global clients such as Kraft, Aldi, Diageo and Molson Coors, among many others, including challenger brands and startups.
โIโm excited to join Droga5 and have the opportunity to help carve out a new path for the brand globally, building on its tremendous legacy of creative leadership,โ said Montgomery. โThe potential of Droga5, combined with the possibilities of Accenture Song, was too exciting to pass up. No other agency has what they have, and as marketing shifts, the chance to make creativity a genuine... Read More