The British public expects more from organisations than ever before and looks to businesses to lead positive social and environmental change, a new report has revealed.
The study, Responsible Business Report: What the UK public expects, was published by SEC Newgate based on results from its fourth annual global ESG Monitor.
The survey of more than 14,300 people across 14 countries and territories revealed that businesses as well as governments are failing to meet public expectations for ESG-related behaviour.
While commercial success is still regarded as important, nearly six in 10 (57%) of respondents expect companies of all sizes to play a more active role in society.
Three quarters (75%) say it is important that large companies conduct their business responsibly.
Leyla Hart-Svensson, head of research at SEC Newgate UK, said: “The research shows that corporate responsibility remains a growing trend and a public expectation – and this lies at the heart of what it means to be a good business with a good reputation. It also sets up the challenge that businesses face in communicating their actions in today’s climate.
“In 2024, the UK public expect companies to focus on being more than just a business. They expect companies to act in a responsible way, thinking beyond profitability and duties to their shareholders.”
Marketing teams play a crucial role in communicating a company’s responsible business credentials to the public, as well as identifying where their audience feels the company falls short.
From using the correct terminology to encouraging responsible business initiatives and campaigns, marketers play a key role in meeting the changing expectations of the British public. As always, these communications must be backed by tangible action, but it is marketing that ensures positive changes are received, understood and amplified by the public.
The 2023 SEC Newgate ESG Monitor demonstrated that the terminology that has salience with the public is evolving,
With the term ‘responsible business’ far better understood by the public than ‘ESG’.
In total, nine in 10 (89%) of respondents associate responsible business with positive attributes, including ‘sustainability’ (71%), ‘responsible’ (70%), ‘future focused’ (69%), ‘green’ (69%) and ‘respectful’ (67%).
Seven in 10 (70%) of respondents want to hear about how companies are improving their responsible business performance.
Three–quarters (75%) say that change starts from the top and it is important to have leaders who are focused on conducting business responsibly.
Marketers must step in to communicate to the public how their companies are improving responsible business performance as well as influence change themselves.
By identifying what the public wants to see from a brand, marketers can influence senior leadership to act more responsibly while meeting the evolving expectations of the UK public.
As business expectations change to focus more squarely on responsible practices, marketers must use their role as professional communicators to be an internal and external voice of responsible business.
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