The three most important responsibilities for companies today, in the eyes of consumers, are providing good jobs, producing good products or services and being environmentally responsible.
In a survey conducted by Gfk of more than 27,000 Internet users across 22 countries, respondents were asked to choose three key company responsibilities from a list ranging from protecting the health and safety of workers to advertising honestly and providing good returns for shareholders.
Most male respondents selected the environment ahead of health and safety, while both men and women found providing good jobs important – 47 per cent of women and 46 per cent of men. Both agreed that producing good products and services was also important (41 per cent each)
However, slightly more women chose “protecting the health and safety of workers” (40 per cent) than “being environmentally responsible” (39 per cent), while it was the other way around for men, with 36 per cent selecting the environment versus 34 per cent choosing health and safety.
There was a strong gender difference further down in the list, with significantly more men choosing “investing in research and technology”, standing at 21 per cent compared to 13 per cent of women.
Meanwhile, respondents in the UK and Belgium focused on the importance of companies paying their fair share of taxes. Over a third of the online population in each country (36 per cent and 35 per cent respectively) selected this as one of their three choices – making it the second highest focus in Belgium and the third highest in the UK.
Sweden, China and Hong Kong have the highest levels of people who see protecting the health and safety of its workers as one of the top three responsibilities for any company (50 per cent, 47 per cent and 46 per cent respectively).
These findings are essential for all corporations, to ensure they invest in areas that matter the most to consumers in each country.