CNBC and Burson-Marsteller reveal outcome of global survey

24 Sep,2014

By A Correspondent

 

CNBC and Burson-Marsteller have unveiled the results of the CNBC/Burson-Marsteller Corporate Perception Indicator: A Global Survey from Main Street to the Executive Suite.  Exclusively for this sweeping report, research firm Penn Schoen Berland surveyed more than 25,000 individuals from the general public and more than 1,800 business executives in 25 global markets on their opinions about the roles and responsibilities of corporations in society and in contributing to the economy.

 

The survey uncovered a sharp divide between the developed economies of North America and Western Europe, and emerging economies like China, Russia and Brazil, particularly in people’s disposition toward corporate influence over government, corporate stewardship of the environment, and perhaps most importantly, the role corporations play as engines of job creation and economic growth.

 

According to the survey, the general public in developed economies has a much more cynical view of corporations compared to the general public in emerging economies. In developed economies, 52 per cent of the general public has a favorable view toward corporations versus 72 per cent of the general public in emerging economies. A deeper dive into those emerging economies finds that the general public and business executives are much more likely to see corporations as a source of hope, rather than fear, when compared to their developed country counterparts.

 

When it comes to corporate taxation, however, the major markets are generally in agreement. Fifty-seven percent of the general population and 53 per cent of executives say corporations take advantage of tax loopholes to avoid paying their fair share rather than paying what they owe. Most of the global markets agree that it’s important for corporations to pay their “fair share” of taxes including 70 per cent of the general population and 67 per cent of business leaders in the United States saying it’s very important.

 

“We discovered in our initial reporting that there is a serious dearth of data spotlighting the way corporations are perceived from all points of view,” said Nikhil Deogun, SVP & Editor in Chief, CNBC Business News. “These findings will ignite debates and discussions important to CNBC’s audience across all platforms.”

 

“Six years after the economic crisis hit, this major survey makes clear that, while the reputations of corporations and business leaders are improving, there is still real work to do to dispel doubts about their impact,” said Donald A. Baer, Worldwide Chair and CEO of Burson-Marsteller. “The good news is this survey is a corporate compass that points in the direction of even deeper engagement between corporations and their leaders and the broader public about their essential roles in building the economy and improving society.”

 

For more information including more in-depth results as well as exclusive videos, stories and graphics visit www.cnbc.com/corporate-survey.

 

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