The Burson-Marsteller/CNBC Corporate Perception Indicator, a landmark global survey of nearly 27,000 individuals from the general population and 1,800 business leaders, provides a deep assessment of the performance of corporations and CEOs worldwide. The survey findings reveal real improvements but also indicate that significant work still needs to be done to dispel qualms about the corporate sector and its leaders. The research was conducted by Penn Schoen Berland with sample provided by Kantar. Visit bm.com or cnbc.com/corporate-survey to learn more.

1. Six years after the economic crisis hit,
the reputations of
CORPORATIONS &
THEIR SENIOR EXECUTIVES
show improvements, but there is still work to do
The differences of opinion across several key fault lines are still stark 1
“
The survey is a
corporate compass
that points in the
direction of corporations
and their leaders having
even deeper engagement
with the broader public
“
DEVELOPED MARKETS’ VIEW OF CORPORATIONS
about their essential roles in
building the economy and
improving society.
A plurality of US Millennials (40%)
view corporations as a
source of fear not hope
40% of US Millennials
1/3 say it is good when corporations are
strong and influential, because they
are the engines of innovation
and economic growth
consider a corporation’s charitable
activities as they make
their purchasing decisions
US Millennials are a global generation.
They are less concerned about products being
made in their own country and worry less about
outsourcing than older generations.
AMERICANS & THE CHINESE
ARE ON OPPOSITE SIDES
OF THE WORLD.
The American public is divided
on whether corporations are a
source of hope (36%) or fear (37%)
84% of Chinese respondents
say corporations are a
source of hope
SEE THEM AS
DRIVING INNOVATION
67%
The public wants to hear more from corporate leaders.
Their corporations’ long-term success depends on it.
Respondents around the world want to learn more about how
the work of corporations and their leaders contributes to economic opportunity
and how they are solving social challenges.
- Don Baer
Worldwide Chair and CEO, Burson-Marsteller
FAVORABLE TO CORPORATIONS
EMERGING MARKETS
Say corporations were
not humbled by the
economic crisis and do
not act more responsibly
than before
Across the developed world,
70% of people say that
corporations play positive
roles in creating economic growth
say strong
and influential
corporations
are good
3/5
MAIN
vs.
STREET C-SUITE
IN DEVELOPED MARKETS
55%
OF THE
PUBLIC
52%
OF
EXECUTIVES
72%
52%
FAVORABLE TO CORPORATIONS
A MILLENNIAL MOMENT
70% OPPORTUNITIES
Burson-Marsteller CNBC
CORPORATE
PERCEPTION
INDICATOR
A Global Corporate Compass
1 A landmark global survey of 25,000 individuals in the general
public and 1,800 top corporate executives from 25 global
markets conducted by Penn Schoen Berland with a sample
provided by Kantar.
About Burson-Marsteller
Burson-Marsteller, established in 1953, is a leading global public relations and communications
firm. It provides clients with strategic thinking and program execution across a full range of public
relations, public affairs, reputation and crisis management, advertising and digital strategies. The
firm’s seamless worldwide network consists of 73 offices and 85 affiliate offices, together
operating in 110 countries across six continents. Burson-Marsteller is a unit of WPP, the world’s
leading communications services network. For more information, please visit bm.com.
About Penn Schoen Berland
Penn Schoen Berland (PSB), a member of Young & Rubicam Group and the WPP Group, is a global research-based consultancy
that specialises in messaging and communications strategy for blue-chip political, corporate and entertainment clients. PSB’s
operations include over 200 consultants and a sophisticated in-house market research infrastructure with the capability to
conduct work in over 90 countries. The company operates offices in Washington, D.C., New York, London, Seattle, Los Angeles,
Dubai, Delhi, Miami, The Dominican Republic and Denver, which are supported by an in-house fielding capability and are fully
equipped to provide the complete creative solutions PSB clients need. More at www.psbresearch.com.