Non-government organizations are gaining the same credibility corporate America and the U.S. government have always enjoyed, according to Edelman's second annual survey of U.S.
and European Opinion Leaders. The survey of "opinion leaders," defined as adults ages 35 to 64 with college educations and household income greater than $75,000, was conducted by
telephone in January among 850 adults in the United States, France, Germany and the United Kingdom. While authorities at Edelman say any nonprofit can technically be considered an
NGO, the study focuses on those organizations lobbying for change in corporate social responsibility.
NGOs have enjoyed a "pretty stunning" increase in trust, according to Edelman President and CEO Richard Edelman. "My predisposition going into the study was that 9/11 and the
recession would mean calling it a good night for the NGOs," he says. Instead, in the wake of the Enron crisis and a slew of other bankruptcies and big business disappointments,
Americans are turning their trust away from corporations and toward non-government organizations. "There's a big gap between expectation and delivery" as far as corporations are
concerned, Edelman says.
He recently delivered a speech to the World Economic Forum in New York calling NGOs "the fifth estate in global governance - the true credible source on issues related to the
environment and social justice." As such, Edelman sees huge opportunities, not just for NGO communicators to capitalize on their growing power, but for corporate communications
officers to "be the bridge" between NGOs and corporate America. He cites Chiquita's work with the Rain Forest Alliance as a perfect example of the vast opportunities for mutually
beneficial relationships. The study shows nearly 80 percent of American and European opinion leaders want NGOs and business to partner on tough issues.
Other important findings from the survey:
- The four top-rated brands in the U.S. were Microsoft, Coca-Cola, McDonalds and Bayer, still receiving a higher ranking for trust (around 55 percent) than top NGOs (which
saw a jump from 36% to 41%). - Europeans continue to trust NGOs like Amnesty International, the World Wildlife Fund and Greenpeace (62 percent to 76 percent on trust) more than corporations (35 percent to
46 percent on trust). - Treating employees well and honesty with the public ranked most important among corporate attributes in both Europe and the U.S.
- Most Americans and Europeans say they try to purchase and are willing to pay more for products produced in a socially responsible manner. They agree brands should signal
something wholesome. - A third of Americans and half of Europeans boycott products and companies boycotted by NGOs.
(Richard Edelman, [email protected])