- This Global research report, backed by renowned brand expert
and Columbia University lecturer
Kai D. Wright, points to new
cultural dividers in society causing brands need to rebuild and
readjust.
- With global respondents split on brands needing to be bold and
brave (52%) versus sensible and conservative (54%), the time for
brands to pay attention and act is now.
ST.
LOUIS, Oct. 4, 2022 /PRNewswire/ -- Brands
are finding themselves paralyzed in a landscape driven apart by
culture wars, but new research released today by FleishmanHillard
shows businesses must be braver in bridging these issues to stay
culturally relevant without losing authenticity to consumers.
The latest study from FleishmanHillard, Authentic Insights:
The Culture Gap, Introducing Gen D, made in partnership with
Columbia University's Kai D. Wright, puts cultural issues at the heart
of the research report to further understand how brands can move
out of paralysis on today's most pertinent topics and find a path
forward in closing the current cultural divides in society.
The study unpacks a new generation, Generation Divided (Gen D),
at a time when people aren't just feeling divided within
communities; they are feeling a divide within themselves. The
context of a polarized world has been well established in recent
times, with clear societal divisions increasingly influencing both
business and personal lives. The state of divide around us has a
clear impact on our internal state of flux and on what's right and
what's not. Sixty percent of consumers today feel that people
are compromising their true self by being too politically correct,
and almost half (47%) believe it's becoming more difficult to get
along with people who hold contrasting views. Generation Divided
was uncovered by FleishmanHillard's unique research screening
process that moved away from the standard demographic splits based
on age and gender. Instead, it examined a range of factors
including socioeconomic indicators, gender identity and religious
and political beliefs to ensure that all aspects of humanity are
reflected within the research.
"In this woke, people power era, action and words are the
minimum expectations for ongoing connections to your business and
brand," said Candace Peterson,
global head of Brand at FleishmanHillard. "We find many brands in a
state of arrested development, unsure of how to move forward amid
so much cultural division and so much reputation at stake. The
latest study from our Culture Unit at FleishmanHillard explores
this tension. It spotlights not just how companies should view
culture, but how these cultural divides can be used as a
springboard to strengthen their brand reputation and remain, or
even become, culturally relevant."
Key survey findings include:
- While 67% of respondents wanted brands to be empathetic, 78%
felt being authentic was even more important.
- More than half (55%) think brands should release fewer
upgrades/new products over the next year.
- Although 61% of consumers would choose an employer based on its
willingness to take a stand on societal issues, almost as many also
agree that employers often fake their interest in DE&I and
other societal issues (55%).
"Ultimately, brand and business leaders must prepare to be
uncomfortable — ready to shift the practices, processes and
policies of producing, releasing and evaluating efficacy of work,"
said Columbia University lecturer
Kai D. Wright. "No one leader knows
the best path for each community, and no business team belongs to
every global culture. Continual learning is inherent in leadership
to be culturally relevant. Through this report and study, we
explore the drivers fueling a growing cultural divide between
communities; understand how to anticipate, thrive in and accelerate
through the ever-constant of 'change'; and dive into the role that
brands and businesses play in bridging the cultural gap to solve
societal issues."
The Authentic Insights: The Culture Gap, Introducing Gen
D report was developed by FleishmanHillard's Culture Unit,
a global team of macro culture strategists that enable brands to be
brave and take action whilst being thoughtful of the cause they are
communicating. The report comes in the wake of the Unit's
industry-first partnerships with the inclusive talent agency
Zebedee, and the United Nations' Unstereotype Alliance. Ongoing
partnerships such as these create authentic behavioral change that
enable FleishmanHillard to help shape a better world.
The research was conducted by FleishmanHillard TRUE Global
Intelligence, the agency's in-house research practice, together
with an accredited third-party vendor, which surveyed 5,000 adults
– 18 years old and older – across the U.S., UK, China, Germany and Brazil (1,000 per country). The research
survey was designed to move away from standard demographic splits
based on age and gender, and instead looked at communities through
commonalities on a range of factors, including socioeconomic
indicators, gender identity, religious beliefs and political
leanings to ensure all conditions of humanity are reflected within
the research. The survey consisted of two separate 25-question
surveys, which were answered online by respondents September 15-20.
The report is available to read and download at
https://fh.pr/AuthenticInsights2022.
About FleishmanHillard
FleishmanHillard specializes in public relations, reputation
management, public affairs, brand marketing, digital strategy,
social engagement and content strategy. FleishmanHillard was named
2021 PRovoke Global Agency of the Year, 2021 ICCO Network of the
Year, 2021 Campaign Global PR Agency of the Year, 2022 PRWeek
U.S. Agency of the Year and Outstanding Extra-Large Agency of the
Year; 2021 PRovoke APAC Consultancy of the Year; 2021
PRWeek UK Large Consultancy of the Year; Human Rights
Campaign Best Places to Work for LGBTQ Equality 2018-2021; and to
Seramount's (formerly Working Mother Media) "Top Companies for
Executive Women" list 2010-2021. FleishmanHillard is part
of Omnicom Public Relations Group and has nearly 80 offices in
more than 30 countries, plus affiliates in 45
countries.
About Omnicom Public Relations
Group
Omnicom Public Relations Group is a global collective of three
of the top global public relations agencies worldwide and
specialist agencies in areas including public affairs, language
strategy, global health strategy and change management. As the
largest group of communications professionals in the world, our
employees provide expertise to companies, government agencies, NGOs
and nonprofits across a wide range of industries. Omnicom
Public Relations Group delivers for clients through a relentless
focus on talent, continuous pursuit of innovation and a culture
steeped in collaboration. Omnicom Public Relations Group is part of
the Communications Consultancy Network, a division of Omnicom Group
Inc. (NYSE: OMC).
About Omnicom Group Inc.
Omnicom Group Inc. (NYSE: OMC) (www.omnicomgroup.com) is
a leading global marketing and corporate communications company.
Omnicom's branded networks and numerous specialty firms provide
advertising, strategic media planning and buying, digital and
interactive marketing, direct and promotional marketing, public
relations, and other specialty communications services to over
5,000 clients in more than 70 countries. Follow us
on Twitter for the latest news.
About Kai D.
Wright
Kai D. Wright
is a strategic advisor to C-suite executives, founders, and
celebrities. He advises on subjects including brand building,
digital, and DEI/culture. He has been recognized as a global leader
by Thinkers50, Business Insider, Bloomberg, Black Enterprise,
Forbes, and the Advertising Research Foundation. A frequent speaker
at major conferences and Fortune 500 companies, Wright is an author
and lecturer at Columbia University.
Kai graduated with a masters in strategic communication from
Columbia University and a bachelors in
economics from The University of
Chicago. An avid traveler, he lived in Germany during his childhood, and has visited
over 20 countries.
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SOURCE FleishmanHillard Inc.