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29 August 2024 / Quick Take
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Copy LinkWhat most influences Americans’ perception of a company are the values it stands for (relevance) and the extent to which it behaves responsibly (integrity). Innovation and leadership, on the other hand, rank lower when it comes to driving reputation, even if those qualities are key for long-term business success. This is according to a recent analysis by Caliber, a stakeholder intelligence firm.
Corporate reputation influences the behavior of a variety of stakeholders: customers, consumers, employees, talents, suppliers, investors, policymakers, the media, NGOs, influencers, communities that a company operates in, and so forth. Indeed, overall corporate reputation is so positive that, according to the Edelman Trust Barometer, people trust companies more than other institutions. This trust is reflected by employees and customers increasingly asking companies to get involved in social and political issues—an opportunity to express corporate values that shape reputation.
Companies have been ever more cautious about commenting on controversial, divisive issues (e.g., gun control, abortion, war) to avoid negative reputational impacts. However, identifying issues that help foster a positive reputation can strengthen a brand a
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