How To Act To Earn Reputation
For many years we have been told we are a divided nation. That we are split by deep-seated divisions over the future of the country.
Divisions exacerbated by social media which keep us in echo chambers where our own views are only reinforced and never challenged. Of course there are very real, and deep-rooted, socio-economic divides across the UK. And this research shows that how divided we believe we are is in the balance:
How divided we believe we are is in the balance
But this research, a significant study, reveals that in reality – the majority share the same underlying values and beliefs:
This is the case at a whole-population level, and when you segment beliefs by age, gender, socio-economic status and location. Today, the values the majority hold dearest include reliability, respect, loyalty and fairness.
Importantly, we heard in focus groups that the public understand how, over many years, they have been ‘manipulated’ and ‘divided’ by those in positions of influence.
While politicians may be incentivised to create and play into divides in order to win elections, for businesses we believe there is an opportunity and a responsibility to demonstrate you share the values most important to the public.
The same values remain important, however you segment public opinion
In addition, this research reveals the trust in business is also in the balance:
In general, trust in business is muted at best
But there is also clear guidance for business to act to earn reputation and build trust.
First, the public expect business to demonstrate the core values they believe are most important:
First, the public expect business to demonstrate the core values they believe are most important
Second, there are specific drivers of trust in business:
Second, understand the drivers of trust in business in general
Of all the attributes that people were asked about, eight were identifies, through datamodelling, as statistically significant in driving trust in businesses in general – these are:
These insights matter because acting to earn reputation by focusing on your most powerful driver of trust will build your reputation and influence across all the issues that matter to your business.
We believe that to act to earn reputation you must:
Demonstrate your values align with the public’s, especially those the public hold dearest
Understand the specific drivers of trust in your sector, and for your business
Focus on the driver of trust which best aligns with the contribution your business makes and build a communications approach around it
For companies making a contribution to the UK, there is an opportunity to leverage the public’s shared values and beliefs and act to earn reputation.
If you would like to learn more about us and these research findings, please do get in touch.