Renewed Emphasis On Human Values & Corporate Citizenship Found In Multi-National Corporations.

A shift in the marketing and communications programs of major corporations to address human concerns of their employees, customers and the community in the aftermath of the economic downturn and the terrorist attacks in New York and Washington is the key finding of Siegelgale’s Executive Voice: Impact of Recent World Events on Business and Brand Communications.

“Senior executives recognize that the terrorist attacks have profoundly changed the country and the business environment. They immediately responded in a humane way to address the issues concerning their employees, customers and community,” said Alan Siegel, chairman of Siegelgale, the strategic branding and new media consulting firm.

In on-line interviews hosted on the leading brand-strategy firm’s website with 60 senior executives (chairmen, CEO’s and senior marketing executives) at a cross-section of multi-national corporations in the U.S., Europe and Latin
America, the survey found that:

— Nearly 90% said the terrorist attacks and economic downturn have had a significant impact on their business

— Over 70% mounted programs to support and raise money for the families of people who lost their lives at the World Trade Center

— 64% enhanced their customer service programs by extending hours, providing pro bono work, relaxed billing policies and accelerated product delivery

— Nearly 20% offered special programs to customers, ranging from relaxing administrative red tape, to providing access to emergency credit

— Over 70% said their marketing communications have been significantly affected

— Nearly 60% have changed their advertising programs (mostly to cancel or curtail current campaigns)

“There is strong evidence that this tectonic shift in attitude will have a profound impact on the way corporations build and nurture their brands from now on,” said Alan Siegel, chairman of Siegelgale. “The survey shows that the consumer is looking to large corporations and other institutions to use their financial and intellectual resources to help overcome the uncertainty and instability we are now facing. Support for community, environmental and social responsibility programs will take on a new intensity and play a major versus minor role in building brand reputations.”