Steel Survey
Spot Review of Common
Perceptions of the Steel Industry
1

• Methodology
– Online survey run from 12-23 March 2007
– 120 university educated/professional individuals
– 15 nationalities from private and public sector
– Response rate: 70/120 (58%)
– Balance of qualitative & quantitative responses
• Top Line Summary
– A ‘dirty’, ‘old’ industry in transition currently marked by major
consolidation
– A sector that is generally viewed negatively in terms of its
environment, labour and government track record
– Clear opportunity to educate the public on its benefits, its
corporate and environmental responsibility and its contribution to
economic and social life 2

Associations with Steel Products
1. Strength
2. Cars
3. Construction
Associations with Steel Industry
1. Dirty, heavy, polluting
2. Old style industry beset with labour issues
3. Linked to specific countries and companies
4. Financially strong / weak, protected, corrupt…
3

Recognised Companies (unprompted)
1. Mittal / Arcelor
2. Corus
3. Tata
4. British Steel
5. US Steel
6. ThyssenKrupp
7. Nippon Steel
4

Perception of the Steel Industry
An industry that is not well understood
An industry that pollutes the planet
An industry of the past
An industry in transition
An industry in decline
An industry of the future
5
0 5 10 15 20 25 30 35

Attitude towards the Steel Industry
7
I have no idea
23
Indifference
33
More negative than positive
5
More positive than negative
6
0 5 10 15 20 25 30 35

Public View of the Steel Industry
A sector that is undervalued by the
3
financial community
A last bastion of old-style
19
manufacturing
A predictable sector where nothing
8
really new happens
A driving force behind the
15
economies of Asia
A commodity business that adds no
3
real value
A sector that is rapidly
44
consolidating into a few big players
A major employer in many countries 15
A dirty and unsafe sector 18
A major contributor to climate
17
change
An old-fashioned industry 48
A hot bed of innovation 0
7
0 10 20 30 40 50 60

Read anything recently about steel?
No
39%
Yes
61%
If so, what?
Safety issues
India
China
Job cuts
8
Consolidation
0 5 10 15 20 25 30 35 40

How Interesting is the Steel Industry?
30
25
20
15
10
5
0
1. Dull as 2. I am aware of 3. It is about as 4. It is an 5. I cannot think
ditchwater it but not interesting as interesting of a more exciting
interested copper industry going industry to be
9
aluminium and through immense involved in
plastics change

Most Objective Media Covering the Sector
www.eurofer.org
www.steelworld.com
www.worldsteel.org
Asian Times
Not objective
Some doubts
Business Week Adequate
Quite reliable
Very reliable
Newsweek
The Economist
Wall Street Journal
Financial Times
10
0% 20% 40% 60% 80% 100%

Suggested Ways of Improving the Image
• A greater focus on communications, especially PR
• Driving a clear connection between the industry and consumer
benefits – exciting design, presence in everyday life,
recyclability etc
• An integrated stakeholder approach demonstrating the
industry’s implementation of real, tangible corporate social
responsibility
• Demonstrate how the industry continues to contribute to
economic growth, jobs, stability, innovation & environmental
sustainability, as well as other connected industries
11

Suggested Ways of Improving the Image
• Promote awareness of the role of steel production in driving
best practice in environmental responsibility through greater
transparency, investment in cleaner technologies and support
for worthy causes
• Demonstrate how the steel industry leads to the development
of iconic products, as well as a better future
• Explain the balance of production and consumption across
Asia and Western markets to demonstrate a responsible
approach to the environment, labour rights and the local
communities
12