CNBC, cadena líder de televisión en Estados Unidos y Burson-Marsteller, la empresa líder en comunicaciones estratégicas en el mundo, revelaron los resultados del estudio denominado CNBC/Burson-Marsteller Corporate Perception Indicator: A Global Survey from Main Street to the Executive Suite. De manera exclusiva la empresa de investigación de mercado Penn Schoen Berland encuestó a más de 25.000 personas y a unos 1.800 ejecutivos de empresas en 25 países del mundo, acerca de los roles y responsabilidades de las corporaciones en la sociedad y su contribución a la economía.

1. Six years after the economic crisis hit,
the reputations of
CORPORATIONS &
THEIR SENIOR EXECUTIVES
show improvements, but there is still work to do
The dierences of opinion across several key fault lines are still stark 1
“
The survey is a
corporate compass
that points in the
direction of corporations and
DEVELOPED MARKETS’ VIEW OF CORPORATIONS
their leaders having even deeper
engagement with the broader
public
about their essential roles in building
the economy and improving society.
A plurality of US Millennials (40%)
view corporations as a
source of fear not hope
40% of US Millennials
consider a corporation’s charitable
activities as they make
their purchasing decisions
US Millennials are a global generation.
They are less concerned about products being
made in their own country and worry less about
outsourcing than older generations.
1/3 say it is good when corporations are
strong and inuential, because they
are the engines of innovation
and economic growth
AMERICANS THE CHINESE
ARE ON OPPOSITE SIDES
OF THE WORLD.
The American public is divided
on whether corporations are a
source of hope (36%) or fear (37%)
84% of Chinese respondents
say corporations are a
source of hope
SEE THEM AS
DRIVING INNOVATION
67%
The public wants to hear more from corporate leaders.
Their corporations’ long-term success depends on it.
Respondents around the world want to learn more about how
the work of corporations and their leaders contributes to economic opportunity
and how they are solving social challenges.
“
- Don Baer
Worldwide Chair and CEO, Burson-Marsteller
FAVORABLE TO CORPORATIONS
EMERGING MARKETS
Say corporations were
not humbled by the
economic crisis and do
not act more responsibly
than before
Across the developed world,
70% of people say that
corporations play positive
roles in creating economic growth
say strong
and inuential
corporations
are good
3/5
MAIN
STREET vs.
CSUITE
IN DEVELOPED MARKETS
55%
OF THE
PUBLIC
52%
OF
EXECUTIVES
72%
52%
FAVORABLE TO CORPORATIONS
A MILLENNIAL MOMENT
70% OPPORTUNITIES
Burson-Marsteller CNBC
CORPORATE
PERCEPTION
INDICATOR
A Global Corporate Compass
1 A landmark global survey of 25,000 individuals in the general public and
1,800 top corporate executives from 25 global markets conducted by
Penn Schoen Berland with a sample provided by Kantar.
About Burson-Marsteller
Burson-Marsteller, established in 1953, is a leading global public relations and communications rm. It provides
clients with strategic thinking and program execution across a full range of public relations, public aairs, reputation
and crisis management, advertising and digital strategies. The rm’s seamless worldwide network consists of 73
oces and 85 aliate oces, together operating in 110 countries across six continents. Burson-Marsteller is a unit
of WPP, the world’s leading communications services network. For more information, please visit bm.com.
About Penn Schoen Berland
Penn Schoen Berland (PSB), a member of Young Rubicam Group and the WPP Group, is a global research-based consultancy that specialises in
messaging and communications strategy for blue-chip political, corporate and entertainment clients. PSB’s operations include over 200 consultants and a
sophisticated in-house market research infrastructure with the capability to conduct work in over 90 countries. The company operates oces in
Washington, D.C., New York, London, Seattle, Los Angeles, Dubai, Delhi, Miami, The Dominican Republic and Denver, which are supported by an in-house
elding capability and are fully equipped to provide the complete creative solutions PSB clients need. More at www.psbresearch.com.