C-suite executives show most concern towards protecting their brand in a crisis

New Ideas in MarketingEssential news for marketers, summarised by YouGov
November 08, 2019, 9:05 AM UTC

This may be due to the reaction to the #MeToo movement, demanding leaders to denounce the accused.

According to the Worldcom Public Relations Group’s study, the overall confidence among global CEOs and CMOs dropped by 20% in 2018. China and the US had the most significant decline of 21% and 51%, respectively, whereas Japan saw an upward trend in the Confidence Index, with a rise of 74%.

Worldcom’s Roger Hurni says that several global trade agreements and environmental factors have contributed to the diminished confidence levels. The research revealed that leaders are very concerned about their ability to protect their brands in crises.

2018’s main concern of reaching customers has been replaced by the low confidence in reaching influencers in 2019. Leaders also show low confidence towards retaining talent, economic migration, and upskilling and reskilling employees.

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