Most important responsibilities

(1)

1

Most important responsibilities of companies

Global GfK survey

March 2016

(2)

Global GfK survey:

Most important responsibilities of companies

*To see country results, click on the map. To go back to the table of content,

Country results Methodology

Global results

1

2

3

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Methodology

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Countries covered, methodology and sample size

GfK interviewed in summer 2015 more than 27,000 consumers (aged 15 and older) in 22 countries online.

The data have been weighted to reflect the demographic composition of the online population age 15+ in each market.

Argentina (online/n=1011) Australia (online/n=1000) Belgium (online/n=1012) Brazil (online/n=1512) Canada (online/n=1012) China (online/n=1501)

Czech Republic (online/n=1003) France (online/n=1517)

Germany (online/n=1511) Hong Kong (online/n=1003) Italy (online/n=1521)

Japan (online/n=1533) Mexico (online/n=1029) Netherlands (online/n=1001) Poland (online/n=1005) Russia (online/n=1514) South Korea (online/n=1000) Spain (online/n=1534) Sweden (online/n=1000) Turkey (online/n=831) UK (online/n=1501) USA (online/n=1536)

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Questions

Here is a list of things people have said are or should be responsibilities of companies in this country. Which 3 of these things do you think are the most important responsibilities of companies today?

 Providing good jobs for people

 Investing in research and technology

 Being environmentally responsible

 Producing good quality products or services

 Paying a fair share of taxes

 Protecting the health and safety of its workers

 Having programs that address social issues and causes

 Supporting the local community

 Advertising honestly

 Charging reasonable prices for products and services

 Providing a good return to shareholders

 Helping to educate people

 Being involved with charities

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Global results

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 Across 22 countries the top three most important responsibilities for companies today are:

proving good jobs for people, producing good quality products or services and being environmentally responsible

 Men and women agree in the top two responsibilities of providing good jobs and producing good quality products

 Number three for men is being environmentally responsible, while for women protecting the health and safety of workers ranks third

 UK and Belgium stand out for high level of consumer belief on the importance of companies paying their fair share of taxes

 Sweden, China and Hong Kong have the highest levels of people who see protecting the health and safety of its workers as one of the top three most important responsibility for companies

Highlights

Source: GfK survey among 27,000+ Internet users (ages 15+) in 22 countries – three answers possible – rounded

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Top 3 most important responsibilities of companies across all 22 countries

41% name this as one of the three most important responsibilities of companies today

Producing good quality products or services

47% name this as one of the three most important responsibilities of companies today

Providing good jobs for people

37% name this as one of the three most important responsibilities of companies today

Being environmentally

responsible

(9)

9

Providing good jobs for people

Producing good quality products or services

Being environmentally responsible

Protecting the health and safety of its workers

Top 3 most important responsibilities of companies across all 22 countries by gender

41%

46%

36%

41%

47%

40%

(10)

15-19 years

45%

40%

20-29 years 30-39 years 40-49 years 50-59 years 60+ years

Being

environmentally responsible

35%

48%

Providing good jobs for people Producing good quality products or services

39%

Being

37%

48%

40%

39%

45%

43%

Being

39%

47%

45%

Being

39%

45%

44%

Charging reasonable prices

36%

Top 3 most important responsibilities of companies

across all 22 countries by age groups

(11)

11

Top 3 most important responsibilities of companies Country results

(12)

Country results – Europe

(13)

13

Belgium

(14)

Belgium: Top 3 most important responsibilities of companies

35%

name this as one of the three most important responsibilities of companies today

Paying a fair share of taxes

54% name this as one of the three most important responsibilities of companies today

Providing good jobs for people

33% name this as one of the three most important responsibilities of companies today

Charging reasonable

prices for products and

services

(15)

15

Paying a fair share of taxes

Belgium: Top 3 most important responsibilities of companies by gender

37%

54%

35%

37%

54%

34%

(16)

15-19 years

47%

Being

38%

20-29 years 30-39 years 40-49 years 50-59 years 60+ years

25%

50%

Providing good jobs for people Being

31%

55%

34%

32%

63%

40%

36%

55%

43%

Being

37%

49%

42%

40%

Belgium: Top 3 most important responsibilities of companies

by age groups

(17)

17

Czech Republic

(18)

Czech Republic: Top 3 most important responsibilities of companies

52% name this as one of the three most important responsibilities of companies today

Producing good quality products or services

58% name this as one of the three most important responsibilities of companies today

Providing good jobs for people

33% name this as one of the three most important responsibilities of companies today

Charging reasonable

prices for products and

services

(19)

19

Czech Republic: Top 3 most important responsibilities of companies by gender

48%

55%

33%

56%

61%

37%

(20)

15-19 years

53%

41%

20-29 years 30-39 years 40-49 years 50-59 years 60+ years

31%

54%

47%

Being

32%

62%

49%

Being

38%

57%

51%

Being

36%

63%

58%

46%

60%

58%

37%

Czech Republic: Top 3 most important responsibilities of companies

by age groups

(21)

21

France

(22)

France: Top 3 most important responsibilities of companies

33% name this as one of the three most important responsibilities of companies today

Producing good quality products or services

53% name this as one of the three most important responsibilities of companies today

Providing good jobs for people

31% name this as one of the three most important responsibilities of companies today

Being environmentally

responsible

(23)

23

France: Top 3 most important responsibilities of companies by gender

30%

53%

30%

36%

53%

34%

(24)

15-19 years

40%

34%

20-29 years 30-39 years 40-49 years 50-59 years 60+ years

Being

29%

55%

30%

28%

57%

35%

Being

32%

56%

35%

59%

35%

33%

46%

35%

34%

France: Top 3 most important responsibilities of companies

by age groups

(25)

25

Germany

(26)

Germany: Top 3 most important responsibilities of companies

39% name this as one of the three most important responsibilities of companies today

Producing good quality products or services

53% name this as one of the three most important responsibilities of companies today

Providing good jobs for people

38% name this as one of the three most important responsibilities of companies today

Protecting the health

and safety of its

workers

(27)

27

Germany: Top 3 most important responsibilities of companies by gender

40%

52%

33%

45%

55%

38%

(28)

15-19 years

41%

Being

36%

20-29 years 30-39 years 40-49 years 50-59 years 60+ years

35%

53%

Providing good jobs for people Protecting the health and safety of its workers

35%

Being

34%

56%

40%

32%

55%

42%

41%

56%

42%

39%

51%

42%

41%

Germany: Top 3 most important responsibilities of companies

by age groups

(29)

29

Italy

(30)

Italy: Top 3 most important responsibilities of companies

38% name this as one of the three most important responsibilities of companies today

Being environmentally responsible

47% name this as one of the three most important responsibilities of companies today

Providing good jobs for people

36% name this as one of the three most important responsibilities of companies today

Protecting the health

and safety of its

workers

(31)

31

Investing in research and technology

Italy: Top 3 most important responsibilities of companies by gender

38%

43%

37%

40%

53%

40%

(32)

15-19 years

47%

Being

34%

20-29 years 30-39 years 40-49 years 50-59 years 60+ years

33%

46%

34%

Being

32%

50%

Being

34%

52%

Being

45%

36%

45%

Provide good jobs for people

45%

Being

44%

43%

42%

39%

Italy: Top 3 most important responsibilities of companies

by age groups

(33)

33

Netherlands

(34)

Netherlands: Top 3 most important responsibilities of companies

40% name this as one of the three most important responsibilities of companies today

Producing good quality products or services

50% name this as one of the three most important responsibilities of companies today

Providing good jobs for people

35% name this as one of the three most important responsibilities of companies today

Charging reasonable

prices for products and

services

(35)

35

Netherlands: Top 3 most important responsibilities of companies by gender

39%

47%

32%

41%

53%

39%

(36)

15-19 years

51%

38%

20-29 years 30-39 years 40-49 years 50-59 years 60+ years

24%

51%

40%

Being

31%

48%

43%

35%

47%

37%

36%

54%

42%

Being

35%

52%

46%

38%

Netherlands: Top 3 most important responsibilities of companies

by age groups

(37)

37

Poland

(38)

Poland: Top 3 most important responsibilities of companies

44% name this as one of the three most important responsibilities of companies today

Producing good quality products or services

65% name this as one of the three most important responsibilities of companies today

Providing good jobs for people

32% name this as one of the three most important responsibilities of companies today

Charging reasonable

prices for products and

services

(39)

39

Poland: Top 3 most important responsibilities of companies by gender

42%

66%

29%

45%

64%

35%

(40)

15-19 years

59%

38%

20-29 years 30-39 years 40-49 years 50-59 years 60+ years

31%

65%

47%

28%

63%

39%

33%

68%

43%

37%

68%

53%

39%

65%

41%

37%

Poland: Top 3 most important responsibilities of companies

by age groups

(41)

41

Russia

(42)

Russia: Top 3 most important responsibilities of companies

45% name this as one of the three most important responsibilities of companies today

Producing good quality products or services

61% name this as one of the three most important responsibilities of companies today

Providing good jobs for people

41% name this as one of the three most important responsibilities of companies today

Charging reasonable

prices for products and

services

(43)

43

Russia: Top 3 most important responsibilities of companies by gender

47%

60%

39%

44%

61%

43%

(44)

15-19 years

53%

40%

20-29 years 30-39 years 40-49 years 50-59 years 60+ years

31%

66%

44%

43%

66%

47%

37%

56%

46%

45%

59%

48%

45%

51%

50%

43%

Russia: Top 3 most important responsibilities of companies

by age groups

(45)

45

Spain

(46)

Spain: Top 3 most important responsibilities of companies

36% name this as one of the three most important responsibilities of companies today

Charging reasonable prices for products and services

56% name this as one of the three most important responsibilities of companies today

Providing good jobs for people

32% name this as one of the three most important responsibilities of companies today

Producing good quality

products or services

(47)

47

Spain: Top 3 most important responsibilities of companies by gender

35%

55%

32%

40%

58%

32%

(48)

15-19 years

41%

Being

28%

20-29 years 30-39 years 40-49 years 50-59 years 60+ years

27%

56%

Providing good jobs for people Charging reasonable prices

35%

27%

55%

36%

33%

60%

41%

35%

61%

42%

31%

55%

44%

37%

Spain: Top 3 most important responsibilities of companies

by age groups

(49)

49

Sweden

(50)

Sweden: Top 3 most important responsibilities of companies

48% name this as one of the three most important responsibilities of companies today

Providing good jobs for people

50% name this as one of the three most important responsibilities of companies today

Protecting the health and safety of its workers

42% name this as one of the three most important responsibilities of companies today

Being environmentally

responsible

(51)

51

Sweden: Top 3 most important responsibilities of companies by gender

44%

48%

36%

48%

58%

47%

(52)

15-19 years

Being

43%

20-29 years 30-39 years 40-49 years 50-59 years 60+ years

38%

51%

44%

Being

41%

48%

47%

Being

40%

54%

49%

Being

42%

56%

47%

Being

42%

55%

47%

Being

41%

Sweden: Top 3 most important responsibilities of companies

by age groups

(53)

53

Turkey

(54)

Turkey: Top 3 most important responsibilities of companies

36% name this as one of the three most important responsibilities of companies today

Being environmentally responsible

54% name this as one of the three most important responsibilities of companies today

Producing good quality products or services

33% name this as one of the three most important responsibilities of companies today

Protecting the health

and safety of its

workers

(55)

55

Turkey: Top 3 most important responsibilities of companies by gender

34%

51%

34%

42%

60%

40%

(56)

15-19 years

43%

Being

40%

20-29 years 30-39 years 40-49 years 50-59 years 60+ years

36%

50%

Providing good jobs for people Providing good jobs for people

44%

33%

55%

Being

33%

31%

69%

Being

47%

32%

Producing good quality products or service

71%

Being

56%

43%

Being

42%

31%

25%

Turkey: Top 3 most important responsibilities of companies

by age groups

(57)

57

United Kingdom

(58)

United Kingdom: Top 3 most important responsibilities of companies

37% name this as one of the three most important responsibilities of companies today

Producing good quality products or services

47% name this as one of the three most important responsibilities of companies today

Providing good jobs for people

36%

name this as one of the three most important responsibilities of companies today

Paying a fair share of

taxes

(59)

59

United Kingdom: Top 3 most important responsibilities of companies by gender

38%

46%

36%

38%

48%

37%

(60)

15-19 years

51%

39%

20-29 years 30-39 years 40-49 years 50-59 years 60+ years

28%

48%

32%

31%

45%

34%

33%

51%

39%

37%

45%

43%

39%

45%

43%

42%

United Kingdom: Top 3 most important responsibilities of companies

by age groups

(61)

61

Country results – North America

(62)

Canada

(63)

63

Canada: Top 3 most important responsibilities of companies

38% name this as one of the three most important responsibilities of companies today

Being environmentally responsible

49% name this as one of the three most important responsibilities of companies today

Providing good jobs for people

38% name this as one of the three most important responsibilities of companies today

Producing good quality

products or services

(64)

Canada: Top 3 most important responsibilities of companies by gender

38%

48%

33%

43%

51%

40%

(65)

65

15-19 years

47%

Being

43%

20-29 years 30-39 years 40-49 years 50-59 years 60+ years

30%

56%

36%

34%

53%

Being

33%

56%

43%

36%

54%

Being

44%

41%

49%

43%

Canada: Top 3 most important responsibilities of companies

by age groups

(66)

USA

(67)

67

USA: Top 3 most important responsibilities of companies

44% name this as one of the three most important responsibilities of companies today

Producing good quality products or services

48% name this as one of the three most important responsibilities of companies today

Providing good jobs for people

32% name this as one of the three most important responsibilities of companies today

Being environmentally

responsible

(68)

USA: Top 3 most important responsibilities of companies by gender

42%

48%

29%

45%

47%

35%

(69)

69

15-19 years

53%

Being

35%

20-29 years 30-39 years 40-49 years 50-59 years 60+ years

35%

48%

35%

33%

49%

47%

Being

28%

49%

43%

33%

49%

47%

36%

53%

41%

40%

USA: Top 3 most important responsibilities of companies

by age groups

(70)

Country results – Latin America

(71)

71

Argentina

(72)

Argentina: Top 3 most important responsibilities of companies

41% name this as one of the three most important responsibilities of companies today

Producing good quality products or services

53% name this as one of the three most important responsibilities of companies today

Providing good jobs for people

40% name this as one of the three most important responsibilities of companies today

Being environmentally

responsible

(73)

73

Argentina: Top 3 most important responsibilities of companies by gender

38%

49%

37%

45%

58%

44%

(74)

15-19 years

51%

Being

42%

20-29 years 30-39 years 40-49 years 50-59 years 60+ years

32%

51%

Providing good jobs for people Charging reasonable prices

44%

Being

43%

57%

42%

Being

41%

55%

49%

41%

60%

49%

36%

Being

52%

51%

48%

Argentina: Top 3 most important responsibilities of companies

by age groups

(75)

75

Brazil

(76)

Brazil: Top 3 most important responsibilities of companies

41% name this as one of the three most important responsibilities of companies today

Producing good quality products or services

48% name this as one of the three most important responsibilities of companies today

Providing good jobs for people

40% name this as one of the three most important responsibilities of companies today

Being environmentally

responsible

(77)

77

Brazil: Top 3 most important responsibilities of companies by gender

41%

46%

36%

44%

49%

42%

(78)

15-19 years

50%

39%

20-29 years 30-39 years 40-49 years 50-59 years 60+ years

Being

38%

51%

39%

Being

38%

53%

Being

40%

39%

43%

Being

43%

40%

54%

Being

49%

39%

50%

49%

Being

42%

Brazil: Top 3 most important responsibilities of companies

by age groups

(79)

79

Mexico

(80)

Mexico: Top 3 most important responsibilities of companies

47% name this as one of the three most important responsibilities of companies today

Providing good jobs for people

49% name this as one of the three most important responsibilities of companies today

Being environmentally responsible

44% name this as one of the three most important responsibilities of companies today

Producing good quality

products or services

(81)

81

Mexico: Top 3 most important responsibilities of companies by gender

47%

49%

43%

48%

50%

45%

(82)

15-19 years

Being

49%

42%

20-29 years 30-39 years 40-49 years 50-59 years 60+ years

37%

50%

45%

54%

Being

48%

43%

50%

47%

Being

45%

Being

54%

50%

41%

Being

60%

41%

40%

Mexico: Top 3 most important responsibilities of companies

by age groups

(83)

83

Country results – Asia-Pacific

(84)

Australia

(85)

85

Australia: Top 3 most important responsibilities of companies

41% name this as one of the three most important responsibilities of companies today

Producing good quality products or services

44% name this as one of the three most important responsibilities of companies today

Providing good jobs for people

34% name this as one of the three most important responsibilities of companies today

Being environmentally

responsible

(86)

Australia: Top 3 most important responsibilities of companies by gender

38%

44%

35%

44%

45%

39%

(87)

87

15-19 years

48%

38%

20-29 years 30-39 years 40-49 years 50-59 years 60+ years

Being

35%

48%

39%

31%

40%

Being

39%

34%

50%

42%

38%

53%

40%

38%

49%

44%

41%

Australia: Top 3 most important responsibilities of companies

by age groups

(88)

China

(89)

89

China: Top 3 most important responsibilities of companies

47% name this as one of the three most important responsibilities of companies today

Being environmentally responsible

47% name this as one of the three most important responsibilities of companies today

Protecting the health and safety of its workers

44% name this as one of the three most important responsibilities of companies today

Producing good quality

products or services

(90)

China: Top 3 most important responsibilities of companies by gender

45%

47%

43%

46%

51%

41%

(91)

91

15-19 years

46%

42%

20-29 years 30-39 years 40-49 years 50-59 years 60+ years

41%

44%

Being

42%

Being

50%

42%

Being

57%

54%

50%

Being

57%

53%

48%

56%

Being

53%

49%

China: Top 3 most important responsibilities of companies

by age groups

(92)

Hong Kong

(93)

93