Poll blasts corporates

Politicians, journalists and business leaders have accused UK corporates of being too narrowly focused on products and marketing online, and failing to build the deep consumer relationships that charities and NGOs have.

The findings come from a poll of more than 1,000 'opinion formers' by Populus for TLGdigital, part of TLG Communications.

The survey revealed that 61 per cent of opinion formers believed corporates should be using online channels not just for sales and marketing, but also for promoting awareness of social issues.

Additionally, more than two-thirds of respondents said that they would be more likely to 'trust', 'consult' and do business with a company taking a leadership position on a social issue online.

'Businesses need to go to another level to really engage people, meaning communication around issues and tapping into the values of different stakeholder groups,' said Malcolm Gooderham, TLG's founder and MD.

Ethical investment was the issue most likely to resonate with opinion formers, followed closely by healthy eating and encouraging greater charitable giving.

Before commenting please read our rules for commenting on articles.

If you see a comment you find offensive, you can flag it as inappropriate. In the top right-hand corner of an individual comment, you will see 'flag as inappropriate'. Clicking this prompts us to review the comment. For further information see our rules for commenting on articles.

comments powered by Disqus

Latest Articles

John Lewis to tell brand story with "tasteful" 150th anniversary celebrations

John Lewis to tell brand story with "tasteful" 150th anniversary celebrations

Department store John Lewis is to use its 150th anniversary this year to talk about its history, which "not enough people know about", according to director of communications Peter Cross.

Labour hires Obama election strategist David Axelrod to fight General Election

Labour hires Obama election strategist David Axelrod to fight General Election

The man who helped Barack Obama win the 2008 and 2012 US presidential elections is to work for Labour along with members of his team.

Sky adds Fever PR to its roster after splitting with Cake

Sky adds Fever PR to its roster after splitting with Cake

Pay-TV giant Sky has added Fever PR to its agency line-up for a wide-ranging brief covering products and services.

Max Clifford trial jury to continue deliberations after Easter break

Max Clifford trial jury to continue deliberations after Easter break

The jury in the trial of celebrity publicist Max Clifford has been sent home for Easter and will reconvene on Tuesday for further deliberations about its verdicts on 11 charges of indecent assault.

Home Office brings in Munro & Forster to campaign against FGM

Home Office brings in Munro & Forster to campaign against FGM

The Home Office has tasked Munro & Forster (M&F) with supporting its campaign to eradicate female genital mutilation (FGM) as part of a wider retained brief.