Biss Lancaster has launched a new piece of Global research into the future of the corporate brand.

The research asked 1,851 adults in the UK, US and France about their views on the future of the corporate brand.

The study showed that the public trust businesses less now than they ever have. They think the best Corporate brands all have a purpose beyond profit; treat employees well; protect and promote the greater good; think about the environment before, not after they have damaged it; and respect consumers’ power.

In addition, there is a clear link between the perception of reputation and those businesses that drive social change through corporately responsible behaviour. The public is more likely than ever to check on a firm's ethical performance and are more able to share their views on poorly performing businesses thanks to the internet.

Document: Corporate Brand Study June 08.pdf