... "The tidal wave of the social media revolution is inexorably rolling over us and exposing all—everything will come out, if not today then for sure tomorrow”.
Nearly half of Americans believe the greatest change agent in the future will be “the people, empowered by social media” -- more than twice the number of respondents who chose politics or corporations as the greatest agent of change.
The study, which surveyed 4,000 adults in Brazil, China, France, India, the UK, and the USA in 2007 - and again in the winter of 2011 - found people are more focused than ever on corporate values and reputation.
- Sixty-nine percent said they are “paying more attention than in the past to the environmental and/or social impact of the products [they] buy”.
- Seventy-one percent believe “the most successful and profitable businesses in the future will be those that practice sustainability.”
- Sixty-seven percent prefer to buy from companies that share their values.
- Nearly three-quarters believe that businesses most likely to succeed now and henceforth are those that are open and collaborative.
- But beyond that, respondents expect companies they deal with to be drivers of social change. Nearly three-quarters of respondents believe business has as much to do with positive change as do governments.
- And when business fail to meet those expectations people are punishing them: 70% of consumers worldwide said they have a responsibility to “censure unethical companies by avoiding their products.”
China (91%) and India (89%) were the markets most likely to believe that consumers will punish unethical companies by boycotting their products.