B-M Global Issues Index

Global Issues Index

December 4, 2006

• Burson-Marsteller’s Global Issues Index – Identifies emerging issues – Better connects business leader concern to those that affect the general public – Differentiates “media and political” issues from issues of day-to-day concern to stakeholders – Refocus resources on those areas that can help businesses establish strongholds with customers, employees, influencers and the world atlarge

• Opinions expressed by almost 4,500 people in 9 countries about more than 150 issues in 9 categories

*Consumers only

**Business Elites only 2

•

Burson-Marsteller and polling partner Penn, Schoen-Berland surveyed – 2,745 general public – 1,627 business elites

•

Public respondents were evenly split between men and women

•

Majority of public were between ages 18-44 with income levels below $75K (USD)

•

Two-thirds of business elite responders were men and under the age of 44 with almost half reporting income levels of $100K+ (USD)

•

Participating countries include: Brazil, France, Germany, Japan, Mexico, South Korea, Sweden*, UK and US

•

Categories explored: – Corporate Governance – Demographics – Energy – Environment – Food, Beverage & Nutrition – Geopolitical – Healthcare – Privacy – Technology

The Results

•

Current “World-focused” corporate initiatives primarily focused on: – Education – Energy – Environment – Healthcare in underdeveloped countries – Disease research

•

“World-focused” initiatives tied very tightly to sustainability objectives, CSR objectives – Little separation between business objectives and issues taken on by corporations

•

Gaping areas of need = real opportunities

The public is concerned with healthcare, identity theft and food costs Top 10 1. Healthcare costs 2. Identity theft 3. Cost of foods 4. Alternative fuel sources 5. Hackers 6. New Automotive Technologies 7. Healthcare Benefits 8. Advanced Medical Care & Technology

Bottom 10 69. Labor Issues in food/ alcohol industry 70. Radio emissions from electronics 70. Right Wing Politics 72. Food Safety on airplanes/ trains 73. Population Shrinkage 74. Emigration for jobs 75. Foreign Student Education 76. Left Wing Politics

9. Clean Water

77. Immigrant workers in food industry

10. Infectious Disease Treatments

78. Moving to avoid natural disasters

6

Globally, the most vulnerable care the most Women, seniors and low income earners rate every issue category higher than their counterparts

84%

83%

84%

85% 77%

75%

81% 82%

76%

Cost of foods

Ability to pay for healthcare or medications Identity theft women

lower income

general population

88%

83%

75%

Alternative fuel sources

77%

Ability to pay for healthcare or medications 65+

Total Pop

Percentage Scale: 0-100

82%

75%

Cost of foods

Business Leaders

Top 10 1. Cost of technology 2. Affordability of technology to remain competitive 3. Hackers 4. Cost of Energy 5. Using technology to reach customers 6. Solutions to storing company data 7. Technology solutions to improve workplace 8. Technology solutions to enhance reputation 9.

Appropriate employee behavior

10. Increasing healthcare costs

Bottom 10 80. Government legislation of underage drinking 81. Rise of left wing politics 82. Labor issues in food/alcohol industry 83. Retailers selling environmentally friendly packaged foods 84. Rise of right wing politics 85. Mass organic food retailers 86. Restrictions on marketing practices 87. Job losses due to immigrant workers 88. Layoffs due to natural disaster 89. Immigrant workers in the food industry 11

Public Top 10

Business Top 10

1. Healthcare costs

1.

Cost of technology

2. Identity theft

2.

Affordability of technology to stay competitive

3.

Hackers

4.

Cost of Energy

5.

Using technology to reach customers

7. Healthcare Benefits

6.

Solutions to storing company data

8. Advanced Medical Care & Technology

7.

Technology solutions to improve workplace

9. Clean Water

8.

Technology solutions to enhance reputation

9.

Appropriate employee behavior

3. Cost of foods 4. Alternative fuel sources 5. Hackers 6. New Automotive Technologies

10. Infectious Disease Treatments

10. Increasing healthcare costs 12

Industry Sector

55%

64%

58% 60% 62% 62% 60%

Data Storage Solutions 56%

58%

51%

53%

Hackers Breaking into Company Networks

Issue is #1 for industry

Percentage Scale: 0-100

57% 61% 56% 54% 60% 52%

Cost of Technology 62% 57% 56% 61%

68% 50%

56%

Affordability of Technology to Remain Competitive

Issue is #1 for industry

Percentage Scale: 0-100

72% 61%

58%

57%

60%

Construction/ Fashion/ Food/ Manufacturing Media/ Real Estate Textile Beverage Publishing

63%

Travel/ Tourism

Issue is #1 for industry Percentage Scale: 0-100

Government regulations are most likely to be of concern to Healthcare/Pharmaceutical and Food/ Beverage industries 61

58 Healthcare/Pharma Food/Beverage

Government passing healthcare costs to employees

Government health and safety regulations on food & alcohol

Issue is #1 for industry

Percentage Scale: 0-100

Regional differences exist amongst the public with the public in Latin American rating all issues with a higher degree of concern Asians are much less concerned about most issues

1.

2.

3.

4.

5.

6.

7.

8.

9.

Aging population ASIA Healthcare costs Personal videos/pictures posted online Alternative fuel sources New automotive technologies Hackers Healthy lifestyle Health Benefits Natural disaster preparedness

1.

2.

3.

4.

5.

6.

7.

8.

9.

Cost of foods Healthcare costs New automotive technologies Alternative fuel sources Clean water Hackers Identity theft Infectious disease treatments Nutrition and ingredients in food

EUROPE

10. Identity theft

10. Terrorists control of public infrastructure

1.

2.

3.

4.

5.

6.

7.

8.

9.

10.

1.

2.

3.

4.

5.

6.

7.

8.

9.

10.

Identity theft USA Healthcare costs Cost of foods Healthcare Benefits Hackers Alternative fuel sources Aging population Clean water Nutrition and ingredients in food Threats to food supply from terrorism

Healthcare costs Advanced medical care & technology Health Benefits Cost of foods Identity theft New automotive technologies Clean water Hackers Healthy lifestyle LATAM Alternative fuel sources

Global Importance (4 regions)

Global Importance (3 regions)

Healthcare costs

Cost of foods

Alternative fuel sources

Health benefits

Hackers

Clean water

Identity theft

New automotive technologies

Regional Importance (1 region) Europe

Asia

Infectious disease treatments

Personal videos/pictures online

Terrorist control of infrastructure

Natural disaster preparedness

Latin America

United States

Advanced medical care & technology

Threats to food supply from terrorism

69.

70.

71.

72.

73.

74.

75.

76.

77.

Anti-Americanism Competition for jobs Job security Right wing politics Left wing politics Labor issues in food/alcohol industry Emigration Immigrant workers in food industry Foreign student education

ASIA

69.

70.

71.

72.

73.

74.

75.

76.

77.

Labor issues in food/alcohol industry Employers monitoring virtual community sites Counterfeit medications Economic expansion in emerging markets Food safety on airplanes/trains Foreign Student Education EUROPE Left Wing politics Immigrant workers in food industry Anti-Americanism

78. Moving to avoid natural disaster

78. Moving to avoid natural disaster

69.

70.

71.

72.

73.

74.

75.

69.

70.

71.

72.

73.

74.

75.

Population shrinkage LATAM Left wing politics Economic expansion in emerging markets Islamic fundamentalism Moving to avoid natural disaster Food safety on airplanes/trains Foreign student education

76. Anti-Americanism 77. Right wing politics 78. Immigrant workers in food industry

Availability/cost organic foods USA Dominance of large food retailers Food Safety on airplanes/ trains Right wing politics Immigrant workers in food industry Employers monitoring virtual community sites Emigration

76. Left Wing Politics 77. Mass organic food retailers 78. Population shrinkage

Least important 4 regions

3 Regions

Left wing politics

Moving to avoid natural disaster

Immigrant workers in food industry

Food safety on airplanes/trains Foreign student education Anti-Americanism Right wing politics

Regional Importance (1 region) Europe

Asia

Counterfeit medications

Competition for jobs

Latin America Islamic fundamentalism

Job security United States Availability/cost organic foods Dominance of large food retailers Mass organic food retailers

Business leaders also demonstrate regional differences

1.

2.

3.

4.

5.

6.

7.

8.

9.

Appropriate Employee Behavior ASIA Storing Company Data Affordability of Technology to Stay Competitive Cost of Energy/Impact Profit Economic Expansion in Emerging Markets Business Secrets on Internet Technology Solutions to Improve Workplace Inappropriate Internet Behavior Hackers

10. Cost of Technology

1.

2.

3.

4.

5.

6.

7.

8.

9.

Hackers EUROPE Costs of Energy/Impact Profit Affordability of Technology to Stay Competitive Storing Company Data Technology to Reach Customers Technology Solutions to Improve Workplace Cost of Technology Energy Conservation Technologies Technology to Enhance Reputation

10. Maintaining a Competitive Edge

1.

2.

3.

4.

5.

Healthcare Costs Cost of Technology Cost of Energy/Impact Profit Hackers Technology to Reach Customers

6.

7.

8.

9.

10.

Affordability of Technology to Stay Competitive Impact of Energy Costs Storing Company Data Appropriate Employee Behavior Health Issues of Aging Workforce

USA

1.

2.

3.

4.

5.

Cost of Technology LATAM Technology to Enhance Reputation Affordability of Technology to Stay Competitive Technology to Reach Customers Technology Solutions to Improve Workplace

6.

7.

8.

9.

10.

Cost of Energy/Impact Profit Hackers Appropriate Employee Behavior Sustaining Innovation Managing Impact of Brownouts/Power Outages

Global Importance (4 regions) Affordability of technology to remain competitive

Global Importance (3 Regions) Storing company data

Cost of energy/impact profit

Technology solutions to improve workplace

Hackers

Appropriate employee behavior

Cost of technology

Technology to reach customers

Regional Importance (1 region) Europe

Asia-Pacific

Energy conservation technology

Economic expansion in emerging markets

Maintaining a competitive edge Latin America Sustaining innovation Managing impact of brownouts/ power outages

Business secrets on internet Inappropriate internet behavior United States Healthcare costs Impact of energy costs Health issues of aging workforce

80.

81.

82.

83.

84.

85.

86.

Mass Organic Food Retailers Dominance of Large Food Retailers Education System of Developing Nations Labor Issues in Food/Beverage Industry Job Losses to Immigrant Workers Cost of Food ASIA Layoffs Due to Natural Disaster

87. Right Wing Politics 88. Immigrant Workers in Food Industry 89. Left Wing Politics 80.

81.

82.

83.

84.

85.

86.

Providing for Growing Populations Conserving Energy while Packaging Food Layoffs due to Natural Disaster Dominance of Large Food Retailers Food Labeling Requirements USA Job Losses to Immigrants Mass Organic Food Retailers

87. Labor issues in Food/Beverage Industry 88. Retailers Selling Environmentally Friendly Packaged Foods 89. Restrictions on Marketing Practices

80. Retailers Selling Environmentally Friendly packaged foods 81. Layoffs Due to Rising Health Care Costs 82. Pharma Companies Protecting Intellectual Property Rights EUROPE 83. Taxes on Food/Alcohol 84. Anti-American Sentiments 85. Mass Organic Food Retailers 86. Labor Issues in Food/Beverage Industry 87. Left Wing Politics 88. Restrictions on Marketing Practices 89. Layoffs due to Natural Disaster 80. Mass Organic Food Retailers 81. Pharmaceutical Companies Protecting Intellectual Property Rights 82. Job Losses to Immigrant Workers 83. Nuclear Power as Alternative Energy 84. US Military Dominance LATAM 85. Right Wing Politics 86.

87.

88.

89.

Immigrant Workers in Food Industry Anti-American Sentiments Nuclear Proliferation Treaties Islamic Fundamentalism

Business leaders can better align their investments to match public interest ‌they are missing opportunities to communicate, provide services and grow!

Business Leaders are Concerned with: The Public is Concerned with: • •

Ability for hackers to break into company computer systems (53%) Improved solutions for backing up and storing company data (50%)

•

Identity theft (76%)

•

Ability for hackers to break into personal computers (74%)

•

Terrorists to use technology to gain control of our public infrastructure (66%)

•

Videos of consumers or their families being posted on the Internet w/o their knowledge (65%)

Business Leaders are Concerned with:

Public is Concerned with:

•

•

Ability of countries to provide clean water for citizens (70%)

•

Greenhouse gas effects on the environment (64%)

Costs of energy and impact on profit (53%)

Business Leaders are Concerned with:

Public is Concerned with:

•

Costs of energy and its impact on profit (53%)

•

Alternative fuel sources for homes and cars (75%)

•

Approaches to accommodate increased energy costs and their impact on employees (46%)

•

•

Identifying new technologies to conserve energy and preserve the environment (46%)

Identifying new automotive technologies to conserve energy, reduce prices, reduce dependency on foreign energy, and preserve the environment (74%)

•

Increasing flexible work opportunities to reduce dependence on oil and reduce the amount of carbon dioxide emissions from cars in the environment (41%)

Business Leaders are Concerned with:

Public is Concerned with:

•

Increasing healthcare costs requiring the government or employers to pass on a greater share of the healthcare costs to employees (47%)

•

Affording healthcare and medicine (77%)

•

Health benefits (73%)

Health issues associated with an aging workforce (41%)

•

Access to advanced medical care and technology (70%)

•

Medicines to alleviate or prevent new diseases (64%)

•

So, what does this mean?

•

Big areas of opportunity – – – – –

•

Hunger/Cost of food Privacy/Identity protection Environment beyond sustainability Access to affordable healthcare Access to health-saving technologies

– Personal experience – Word-of-mouth – Imagination

• •

Gap between public and business elites can be closed through common solutions – Enhancing privacy protects one’s family and the same solutions can protect a businesses competitive edge

•

Businesses and individuals need to do more to influence national agendas – Government agendas are heavily dominated by security issues and war; not issues of greatest concern to the public and business

Media is not the only driver of issues awareness among the public

CSR can go beyond a company’s vertical – Technology solutions are not the only opportunity open to technology companies – Think about verticals that customers operate within and the publics care about

•

Deep dive into the research – – – –

By business By industry By topic By region

•

Strategic planning and counsel on critical issues

•

Ongoing monitoring of issues that you think are important – Is your focus in the right place?

•

Personalized “gap analysis” – Where does your business focus match-up with your publics’ concerns

•

•

– – – –

“What We Say Today” Audit – Evaluate current communications to see how it resonates in light of stakeholder issues – Flex communications to let it better “fill the gap”

Communicating your position on key issues of concern

•

Identifying the opportunities Identifying the critical stakeholders Shaping the message Delivering the message through appropriate channels

Beyond PR/PA – Training – Recruitment – Community engagement

Global Issues Index

Global Issues Index