â–¶ Do-Gooder Brands: A study by VanguardComm finds that one-third of Hispanic and African-American consumers almost always choose brands because they come from companies with strong CSR and cause-marketing programs they believe in—compared to just one in five non-Hispanic whites. Other findings include:
• 79% and 84% of Hispanic and African-American respondents, respectively, agreed with the statement “companies that make sincere efforts to be part of the Hispanic/African-American community deserve my loyalty.”
• 62% and 68% of Hispanic and African-Americans, respectively, agreed that very few brands and companies genuinely care about the state of their communities.
Source: VanguardComm
â–¶ Employee Measurement: According to a study of high- and low-performing organizations issued by the The Institute for Corporate Productivity (i4cp), over half (55%) of respondents from low-performing organizations report that employees often remain in positions after their productivity has begun to wane. The same is true for only a fifth of those from high-performing firms. Other findings from the study include:
• When asked about the time to reach full productivity in their companies, 45% of employees from high-performing firms said this occurs in 12 months or less, compared with just 32% from low-performing firms.
• The study also found that many companies don’t track time to full productivity. Only about six out of 10 organizations use this metric, and high performers are no more likely to use it than the average company.
Source: i4cp
â–¶ Bad Alignment: More than half (52%) of companies do not see full alignment between marketing and corporate communications, says a survey of CMOs released by The CMO Club and Hill & Knowlton.Other findings include:
• Having an established communications plan helps: 66% of companies with one in place report being “fully aligned” versus 32% of companies that only communicate on an ad hoc basis.
• Also, most firms with joint metrics and rewards systems (66%) report full alignment.
Source: The CMO Club/Hill & Knowlton