Global Executives Survey: Trust and Transparency within the Grocery Market

Global Executives Survey: Trust and Transparency within the Grocery Market

Code: CAN-CS4530PR | Published: Nov-2015 | Pages: 56 | Canadean
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Over the last five years, consumer confidence about brand/company has declined and doubts have been cast on industry integrity. Misleading and exaggerated health claims, ethical issues, and health concerns about products and associated ingredients are the major reasons behind the depleting trust and questionable integrity. Organizations are skeptical about potential damage to their brand/company by news reports and social media, despite the fact that news stories have helped to enhance the reputation of their brand/company and will continue to do so. A Lack of social media presence is unfavorable for a brand/company, as the channel helps to distribute information to a larger customer base in an effective manner; however, faster communication through social media could cause an escalation in online PR disasters, and trust/health issues are easily exaggerated on social media. Consequently, companies have emergency plans to deal with unwanted large scale publicity through social media.

Key Findings
- The majority of industry players believe that consumers have become less trusting of companies and brands over the last five years

- Increased awareness about misleading product claims around issues such as "local production" is the primary reason behind depleting consumer trust levels

- Exaggerated health claims, ethicality issues, and financial integrity are influencing consumers to question integrity

- Industry players agree that news stories have helped to enhance the reputation of their brand/company and will continue to do so

- Overall, 62% of respondents agree or strongly agree that a lack of social media is unfavorable for a brand/company

- 52% of respondents agree that social media helps to strengthen and build relationships between and brands and consumers, thus improving trust issues

- The highest percentage of executives state that their companies have emergency plans to deal with unwanted large scale publicity through social media

Synopsis
Canadeans Global Executives Survey: Trust and Transparency within the Grocery Market examines executives opinion about how organizations anticipate trust and transparency issues to impact the FMCG industry. Organizations can evaluate declining levels of consumer confidence and identifies factors responsible for depleting consumers trust. Additionally, companies can know prevailing opinion on integrity and points out areas of concern for industry integrity. Moreover, organizations can track opinion towards social media usage and analyzes level of concern about bad publicity through social media, and status of emergency strategy to counter unwanted publicity from social media and newspapers.

What else does this report offer?
- Integrity perception: provides executives opinion on doubts raised on industry integrity over the last five years

- Concern areas for industry integrity: know about areas on which questions have been raised about integrity

- Criticism evaluation: provides executives opinion on criticism

- Concern assessment associated with adverse influence of news reports and social media: examine level of impact resulting from negative publicity created by news reports and social media

- Expected impact of news reports on brand/company: provides information about kind of impact news reports have had or will have on brand/company

- Opinion towards social media usage: know organizations viewpoint towards social media usage

- Status of emergency plans: view companies status on contingency plans to deal with negative publicity through social media and newspapers

- Perception about decline in consumer trust: analyze opinion on consumers falling trust levels about companies and brands in the last five years

- Factors contributing to declining trust among consumer: know reasons behind falling trust levels among consumers about brands and companies during the last five years

Reasons To Buy
- Helps to improve consumer trust by working on the factors which have caused decline in consumer trust over the last five years

- Organizations can improve integrity perception by resolving issues which have raised questions over integrity

- Helps to use the news reports in a better way by providing information about potential impact of news reports on brand/company

- Organizations will improve their understanding about social media usage by knowing organizations perspective towards social media usage

- Helps to adopt an emergency strategy by highlighting the status of contingency plans against any adverse large scale publicity via channels such as social media and newspapers

Table of Contents

1 Introduction
1.1 Definitions
1.2 Methodology and sample size
1.3 Respondent profile
1.4 Canadeans view
1.4.1 With declining consumer trust, organizations are aiming to use social media to their advantage and counter bad publicity caused by social media
2 The majority of industry players believe that consumers have become less trusting of companies and brands over the last five years
2.1 Perception about decline in consumer trust about companies and brands during the last five years
2.1.1 The majority of industry players believe that consumers have become less trusting of companies and brands over the last five years
2.1.2 Overall, 70% of executives operating in North America indicate that consumers have lost confidence in FMCG companies and brands in the last five years
2.1.3 Decline in consumer trust levels towards companies and brands has a larger impact among large companies, compared to small companies
2.2 Causes of depleting consumers trust about brands and companies
2.2.1 Increased awareness about misleading product claims around issues such as "local production" is the primary reason behind depleting consumer trust levels
2.2.2 Executives in North America are significantly more concerned about the negative impact of social media than those in Europe
2.2.3 Over three-quarter of respondents from medium-sized companies view increased awareness about misleading product claims as major confidence deterrent
2.3 Viewpoint on integrity issue
2.3.1 Almost half of executives believe that the integrity of the industry has been bought into question during the last five years
2.3.2 Respondents operating in the Rest of the World are more concerned about doubts cast on integrity as compared to those operating in other regions
2.3.3 The majority of executives from large and small companies indicate that integrity within FMCG industry has not witnessed significant issues in the last five years
2.4 Questionable areas surrounding integrity
2.4.1 Exaggerated health claims, ethicality issues and financial integrity are influencing consumers to question integrity
2.4.2 45% of respondents believe that health concerns are contributing to uncertainty over integrity within the FMCG industry
2.4.3 Overall 58% of industry players who operate in Europe expressed that concerns over exaggerated health claims have raised questions on integrity
2.4.4 The adverse impact of exaggerated health concerns over industry integrity is most concerning to large companies
2.5 Opinion on criticism
2.5.1 The majority of executives communicate that some of the criticism is justified
2.5.2 Regardless of regional classification, the highest percentage of respondents express that some of the blame is justified
2.5.3 Acceptance of criticism is exhibited more by large companies as compared to small and medium-sized companies
3 Overall, 32% of respondents from large companies are very concerned about potential damage to their brand/company by news reports and social media
3.1 Level of impact resulting from negative publicity created by news reports and social media
3.1.1 Industry players are less concerned about their brand/company being brought into disrepute from news reports and social media
3.1.2 Executives who operate in North America are more concerned about the negative impact of news reports and social media, compared to those in other regions
3.1.3 Overall, 32% of respondents from large companies are very concerned about potential damage to their brand/company by news reports and social media
3.2 Effect of news reports on brand/company
3.2.1 Industry players agree that news stories have helped in enhancing the reputation of their brand/company and will continue to do so
3.2.2 Over one-third of respondents agree that newspapers often deliberately exaggerate claims when reporting on industry for sensationalism purposes
3.2.3 The majority of FMCG industry executives strongly disagree or disagree that there is no such thing as bad publicity
3.2.4 Respondents who operate in North America are more cautious whenever a news source run a story on their industry as compared to those operating in Europe
3.2.5 The highest percentage of executives operating in Asia-Pacific and the Rest of the World state that newspapers deliberately exaggerate claims for sensationalism
3.2.6 Large companies are more wary than medium-sized companies whenever news sources run a story on their industry
3.2.7 65% of respondents from small companies state that news stories have helped in enhancing the reputation of their brand/ company and will continue to do so
4 Three-quarters of industry players identify social media as a positive tool that can help to enhance a companys reputation
4.1 Organizations perspective towards social media usage
4.1.1 Three-quarters of industry players identify social media as a positive tool that can help to enhance a companys reputation
4.1.2 The majority of executives agree that social media can help in distributing information to a larger customer base in an effective manner
4.1.3 Overall, 62% of respondents agree or strongly agree that lack of social media is unfavorable for a brand/company
4.1.4 Industry players highlight that faster communication through social media can cause escalation in online PR disasters
4.1.5 52% of respondents agree that social media helps in strengthening and building relationship between and brands and consumers thus improving trust issues
4.1.6 The highest percentage of industry players who operate in North America and Europe indicate that trust/health issues are easily inflated on social media
4.1.7 Over two-third of executives operating in Asia-Pacific state that social media helps in building a relationship between brands and consumers
4.1.8 Increase in online PR disasters due to fast pace of social media is indicated more by large companies as compared to medium-sized companies
4.1.9 Overall, 84% of respondents from small companies highlight that social media is positive for information distribution
4.2 Status of contingency plans to deal with negative publicity through social media and newspapers
4.2.1 The highest percentage of executives state that their companies have emergency plans to deal with unwanted large scale publicity through social media
4.2.2 The majority of respondents operating in the Rest of the World highlight absence of emergency plans to deal with bad publicity via social media and newspapers
4.2.3 Large companies are more prepared than small and medium-sized companies when it comes to handling unwanted, large scale publicity via social media
4.2.4 Organizations views about the issues of trust and transparency in the FMCG industry -1
4.2.5 Organizations views about the issues of trust and transparency in the FMCG industry -2
5 Appendix

Darling Downs Fresh Eggs
Gerber Products Company

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