“The Companies You Keep,” BrandWeek
December 23, 2008
A new study by MS&L, conducted
in partnership with GfK Roper, examines some of the corporate values consumers
today find most important and the effects of such perceptions on maintaining
long-term business. The report polled 6,000 consumers worldwide on topics such
as "what defines a leading company?" and how blogs, the Internet and
the media influenced their perception of a company's values. Among the key
findings: Fifty-nine percent of Americans believe they can judge a company's
values by its online presence (versus 45 percent in the U.K.).