An annual Ipsos MORI survey conducted for the Institute of Business Ethics on the attitudes of the British public to business ethics has found: • A substantial decline in the proportion of the public saying that British business generally behaves ‘very’ or ‘fairly’ ethically (from 58% in 2011 to 48% in 2012). • More people think that executive pay needs to be addressed in corporate behaviour than any other issue – a third select it among their top three priority issues (34%).

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Final Version | PUBLIC
Sustainable Business Monitor 2012
among the British Public
Summary Report for Institute of Business Ethics
09/10/2012
© Ipsos MORI Final Version | PUBLIC

2. Main Findings 3
Contents Detailed Findings by Subgroup 9
Note on Methodology 14

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Main Findings
© Ipsos MORI Final Version | PUBLIC

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Views of ethical business behaviour have declined this year here
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Q There is a lot of discussion these days about how ethically business is behaving – that is, how far its behaviour and decisions follow good
principles. How ethically do you think British business generally behaves?
% saying very/fairly ethically
Very ethically
No opinion 80%
3%
15%
58% 59% 58%
Not at all 60% 54% 54%
ethically 51% 51% 52%
9% 47% 48%
40%
20%
Not very 28%
ethically 45%
Fairly 0%
ethically
2003 2004 2005 2006 2007 2008 2009 2010 2011 2012
Base: 991 GB adults 16+, 14-26 September 2012, trends: c. 1000 British Public each year asked face-to-face
© Ipsos MORI Final Version | PUBLIC

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Views of ethical business behaviour have dropped brand logo
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across most groups 5
Q There is a lot of discussion these days about how ethically business is behaving – that is, how far its behaviour and decisions follow good
principles. How ethically do you think British business generally behaves?
% Very/fairly ethically
Change
Very/ fairly ethically Not very/at all ethically ’11-’12
All 48% 37% -10
•
Men 48% 41% -11
Women 48% 34% -10
ABC 1 53% 37% -8
C2DE 42% 38% -13
16-34 51% 30% -6
35-54 47% 39% -19
55+ 46% 42% -6
Graduates 51% 37% -11
Working 51% 36% -11
With children 47% 34% -16
Base: 991 GB adults 16+, 14-26 September 2012, asked face-to-face, Subgroups (min 169, max 516). 2011: 1,001 British adults 16+; Subgroups (min 244, max 523), 19-25 August 2011,
Circles indicate statistically significant differences for change figures at 95% confidence level
© Ipsos MORI Final Version | PUBLIC

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Views remain split on how ethically business behaves brand logo
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now compared to ten years ago 6
Q How do you think British business is behaving now compared with 10 years ago – is it behaving more ethically than ten years ago, less
ethically, or the same?
More ethically
No opinion 19% now than 10
28% years ago
Change
All
’11 – ’12
More ethically now
28% 0
than 10 years ago
Less 28%
ethically Same 25% -5
25%
now than Same Less ethically now
10 years ago 28% -1
than 10 years ago
Base: 991 GB adults 16+, 14-26 September 2012, asked face-to-face
© Ipsos MORI Final Version | PUBLIC

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Little change in the views of any group on how ethically brand logo
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business behaves now compared to ten years ago 7
Q How do you think British business is behaving now compared with 10 years ago – is it behaving more ethically than ten years ago, less
ethically, or the same?
% More ethically
Change
More ethically Less ethically ’11-’12
All 28% 28% 0
Men 27% 31% 0
Women 29% 25% 0
ABC 1 36% 25% +5
C2DE 19% 31% -5
16-34 31% 21% +1
35-54 33% 23% -2
55+ 21% 39% +2
Graduates 41% 24% +9
Working 31% 23% -1
With children 31% 21% -5
Base: 991 GB adults 16+, 14-26 September 2012, asked face-to-face, Subgroups (min 169, max 516). 2011: 1,001 British adults 16+; Subgroups (min 244, max 523), 19-25 August 2011,
None of these change figures are statistically significant at 95% confidence level
© Ipsos MORI Final Version | PUBLIC

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Priorities to address on company behaviour here
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Q In your view of company behaviour, which two or three of these issues most need addressing? [Prompted]
Change*
’11-’12
Executive pay 34% -2
Corporate tax avoidance 27% n/a
Discrimination in treatment of people 22% +1
Bribery and corruption 21% +2
Employees being able to speak out about 20% -1
company wrongdoing
Fair and open pricing of products and services 15% +1
Environmental responsibility 14% -6
Harassment and bullying in the workplace 14% -4
Openness with information 13% -5
Sweatshop labour 12% -5
Advertising and marketing practices 11% +5
Human rights 11% -1
Work-home balance for employees 10% -7
Safety & security in the workplace 9% -5
Treatment of suppliers 6% -2
Base: 991 GB adults 16+, 14-26 September 2012, asked face-to-face. 2011: 1,001 British adults 16+; 19-25 August 2011,
Circles indicate statistically significant differences for change figures at 95% confidence level
* Please note that trends are indicative due to the inclusion of a new response category in the question this year
© Ipsos MORI Final Version | PUBLIC

9. Detailed Findings by Subgroup

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Views of Ethical Business Behaviour here
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Q There is a lot of discussion these days about how ethically business is behaving – that is, how far its behaviour and decisions follow good
principles. How ethically do you think British business generally behaves?
With
children in
Total Male Female 16-34 35-54 55+ ABC1 C2DE Working household Graduate*
Very ethically 3% 4% 3% 2% 4% 3% 5% 2% 4% 3% 3%
Fairly ethically 45% 45% 45% 48% 44% 43% 48% 41% 47% 44% 48%
Not very ethically 28% 32% 24% 24% 30% 30% 28% 28% 28% 26% 27%
Not at all ethically 9% 9% 10% 6% 9% 12% 8% 10% 8% 8% 10%
No opinion 15% 11% 19% 19% 14% 12% 11% 20% 13% 19% 11%
Very/fairly
48% 48% 48% 51% 47% 46% 53% 42% 51% 47% 51%
ethically
Not very/at all
37% 41% 34% 30% 39% 42% 37% 38% 36% 34% 37%
ethically
Net ‘ethically’ 11% 7% 14% 20% 9% 4% 16% 4% 15% 13% 14%
Base size 991 475 516 270 311 410 511 480 471 295 169
Circles indicate statistically significant differences at 95% confidence level (compared to all figure)
* Graduates = all those with a degree Base: 991 GB adults 16+, 14-26 September 2012
© Ipsos MORI Final Version | PUBLIC

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Ethical Business Behaviour compared with 10 years ago here
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Q How do you think British business is behaving now compared with 10 years ago – is it behaving more ethically than ten years ago, less
ethically, or the same?
With
children in
Total Male Female 16-34 35-54 55+ ABC1 C2DE Working household Graduate*
More ethically now
28% 27% 29% 31% 33% 21% 36% 19% 31% 31% 41%
than 10 years ago
Less ethically now
28% 31% 25% 21% 23% 39% 25% 31% 23% 21% 24%
than 10 years ago
Same 25% 26% 24% 20% 25% 29% 25% 24% 26% 21% 23%
No opinion 19% 16% 22% 28% 19% 11% 13% 26% 20% 27% 13%
Base size 991 475 516 270 311 410 511 480 471 295 169
Circles indicate statistically significant differences at 95% confidence level (compared to all figure)
* Graduates = all those with a degree Base: 991 GB adults 16+, 14-26 September 2012
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Priorities in Corporate Behaviour 1 here
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Q In your view of company behaviour, which two or three of these issues most need addressing? [Prompted]
With
children in
Top mentions Total Male Female 16-34 35-54 55+ ABC1 C2DE Working household Graduate*
Executive pay 34% 37% 31% 27% 35% 39% 38% 29% 36% 32% 35%
Corporate tax avoidance 27% 31% 24% 25% 27% 30% 33% 21% 29% 27% 37%
Discrimination in treatment of
22% 22% 22% 24% 21% 20% 20% 24% 22% 25% 22%
people
Bribery and corruption 21% 23% 20% 22% 14% 27% 20% 22% 18% 14% 15%
Employees being able to speak
20% 17% 22% 21% 22% 16% 16% 24% 20% 23% 15%
out about company wrongdoing
Fair and open pricing of
15% 17% 13% 15% 14% 16% 16% 14% 16% 11% 17%
products and services
Harassment and bullying in the
14% 11% 18% 14% 15% 14% 13% 16% 13% 13% 11%
workplace
Base size 991 475 516 270 311 410 511 480 471 295 169
Circles indicate statistically significant differences at 95% confidence level (compared to all figure)
* Graduates = all those with a degree Base: 991 GB adults 16+, 14-26 September 2012
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Priorities in Corporate Behaviour 2 here
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Q In your view of company behaviour, which two or three of these issues most need addressing? [Prompted]
With
children in
Other mentions Total Male Female 16-34 35-54 55+ ABC1 C2DE Working household Graduate*
Environmental responsibility 14% 12% 15% 15% 15% 12% 17% 10% 14% 13% 25%
Openness with information 13% 13% 13% 11% 13% 14% 16% 9% 15% 12% 15%
Sweatshop labour 12% 11% 13% 7% 15% 13% 14% 10% 13% 9% 13%
Advertising and marketing
11% 13% 9% 12% 9% 11% 11% 10% 10% 14% 12%
practices
Human rights 11% 9% 12% 15% 10% 7% 10% 11% 11% 12% 9%
Work-home balance for
10% 9% 10% 9% 15% 5% 13% 6% 12% 14% 17%
employees
Safety & security in the
9% 9% 10% 10% 11% 8% 10% 9% 8% 10% 9%
workplace
Treatment of suppliers 6% 7% 5% 3% 8% 6% 8% 3% 7% 6% 8%
None of these/ no opinion 7% 6% 9% 8% 7% 8% 4% 11% 7% 9% 5%
Base size 991 475 516 270 311 410 511 480 471 295 169
Circles indicate statistically significant differences at 95% confidence level (compared to all figure)
* Graduates = all those with a degree Base: 991 GB adults 16+, 14-26 September 2012
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Note on Methodology
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Methodology here
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This report presents the findings of the Sustainable Business Monitor among
the British public, part of Ipsos MORI’s programme of regular multi-sponsored
studies among key audiences (KIT: Key Influencer Tracking)
• Total number of respondents: • Fieldwork dates: • No publication of the data is
991 GB adults aged 16+ 14th – 26th September 2012 permitted without the
• Interviews were conducted • Data has been weighted to advance approval of Ipsos
online using our face-to-face reflect profile of the MORI, since we recognise
Capibus population in terms of age, that it is in no-one’s best
sex, socio-economic class and interests to have survey
region findings published which
could be misinterpreted, or
Fieldwork could appear to be
inaccurately or misleadingly
• Where results do not sum to presented
100, this may be due to
computer rounding, multiple
responses or the exclusion of
“Don't know” categories
Sample Interpretation Note on data publication
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Thank you. For more information please contact:
Jenny.Dawkins@ipsos.com | +44 (0)20 7347 3087 09/10/2012
© Ipsos MORI This work was carried out in accordance with the requirements of the international quality standard for market research, ISO 20252:2006 and with the Ipsos MORI Terms and Conditions which can be found here
Final Version | PUBLIC