Research from Globescan shows the different reputation drivers for the food and oil sectors

Globescan’s public attitudes tracking shows that the corporate world as a whole continues to suffer from a lack of trust in the eyes of consumers.

However, the latest analysis of Globescan’s findings reveals that companies that are named as socially or environmentally responsible tend to cluster in a number of key sectors – with food companies the most frequently mentioned as socially responsible. They account for 13% of the total.

Like what you eat

As the chart below shows, as befits a highly consumer-facing sector, personal experience of a food company’s products or services is highly influential in making people feel that it is socially responsible. Advertising is not far behind as a key information channel for communicating a sense of social responsibility.

Interestingly, though, it appears that a controversial sector is not necessarily a bar to a positive reputation for responsibility for a company.

Despite being rated as one of the least responsible sectors overall, oil companies are third most likely to be cited as examples of environmentally responsible companies (by 5%, the same as electronic equipment and electrical appliances companies).

Choose your channels

Here, however, the consumer experience is far less significant in driving this perception. News reports are the most significant channel by some distance – well ahead of the experience people have when filling up their cars.

This highlights the need for companies seeking to engage consumers around issues of corporate responsibility to adapt the information channels they prioritise carefully according to their sector, or risk wasting precious time and budget.

Sam Mountford isdirector, global insights, at Globescan .