Populus interviewed just over 4000 adults between 20 and 25 May and the results demonstrate a desire by consumers for what could be called a “fairer” deal which could also impact on their purchasing behaviour. For example, 43 per cent of respondents claimed that they would be more likely to buy from a company that pledged to use no zero hours or casual contracts at all; 67 per cent support compulsory worker representation on the board of companies with 500+ employees; 68 per cent support a maximum wage, where no employee can earn more than 10 times the average wage of staff, and 75 per cent support capping bonuses at 50 per cent of annual salary.
Brexit stance
With the promised referendum on a possible British exit from the EU already beginning to dominate the headlines, the survey also suggests that companies might be best advised to stay out of the debate – 55 per cent of those surveyed said that they are more likely to buy from a company whose management remained silent and neutral on all political issues, including the referendum.
Trust and reputation
The research suggests that views differ dramatically across different groups of society and Populus will be presenting a full consumer segmentation analysis at their event, TRUST & REPUTATION, scheduled for 2 July in London. Also at this event, Lord Andrew Cooper of Windrush will be chairing a panel discussion featuring views from the Institute of Directors, Business in the Community and the Daily Mail that aims to provide a clearer picture of the current “trust in business zeitgeist”. Other speakers will include Graham Beale, CEO of Nationwide and Sir Nigel Knowles, Global Co-Chairman of DLA Piper and the one day event will provide case studies of companies working to earn the trust of consumers and rebuild reputation.
For more information, visit: www.populusperspectives.com or call Clare Dewhirst on +44 (0) 207 780 7682.
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