Influential stakeholders are more likely to become advocates for businesses they see as behaving responsibly.
This is the finding from recent research by Millward Brown which explored attitudes to FMCG (fast-moving consumer goods) businesses among the media, NGOs and academics. The findings highlighted the importance of responsible and sustainable business performance and communication in building reputation and advocacy – when opinion formers share their positive views with others.
Responses from the study show that opinion formers are sensitive to claims that lack substance and look for evidence of real commitment, such as:
Awareness about actual company actions is still low, suggesting an opportunity for improved communication on sustainability among FMCG businesses and these types of stakeholders.
The study was part of Millward Brown’s new approach to stakeholder research.
|Top seven drivers of advocacy||Strength of relationship between behaviour and advocacy %*|
|1||Is responsible towards society||70|
|2||Is honest, trustworthy and ethical||69|
|3||Deals fairly with their supply chain||65|
|4||Is responsible towards the environment||59|
|5||Provides high quality products & services||52|
|6||Treats employees well||51|
|7||Builds and maintains positive stakeholder relationships||46|