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Six years after the economic crisis hit, 
the reputations of 
CORPORATIONS & 
THEIR SENIOR EXECUTIVES 
show improvements, but there is still work to do 
The differences of opinion across several key fault lines are still stark 1 
“ 
The survey is a 
corporate compass 
that points in the 
direction of corporations 
and their leaders having 
even deeper engagement 
with the broader public 
“ 
DEVELOPED MARKETS’ VIEW OF CORPORATIONS 
about their essential roles in 
building the economy and 
improving society. 
A plurality of US Millennials (40%) 
view corporations as a 
source of fear not hope 
40% of US Millennials 
1/3 say it is good when corporations are 
strong and influential, because they 
are the engines of innovation 
and economic growth 
consider a corporation’s charitable 
activities as they make 
their purchasing decisions 
US Millennials are a global generation. 
They are less concerned about products being 
made in their own country and worry less about 
outsourcing than older generations. 
AMERICANS & THE CHINESE 
ARE ON OPPOSITE SIDES 
OF THE WORLD. 
The American public is divided 
on whether corporations are a 
source of hope (36%) or fear (37%) 
84% of Chinese respondents 
say corporations are a 
source of hope 
SEE THEM AS 
DRIVING INNOVATION 
67% 
The public wants to hear more from corporate leaders. 
Their corporations’ long-term success depends on it. 
Respondents around the world want to learn more about how 
the work of corporations and their leaders contributes to economic opportunity 
and how they are solving social challenges. 
- Don Baer 
Worldwide Chair and CEO, Burson-Marsteller 
FAVORABLE TO CORPORATIONS 
EMERGING MARKETS 
Say corporations were 
not humbled by the 
economic crisis and do 
not act more responsibly 
than before 
Across the developed world, 
70% of people say that 
corporations play positive 
roles in creating economic growth 
say strong 
and influential 
corporations 
are good 
3/5 
MAIN 
vs. 
STREET C-SUITE 
IN DEVELOPED MARKETS 
55% 
OF THE 
PUBLIC 
52% 
OF 
EXECUTIVES 
72% 
52% 
FAVORABLE TO CORPORATIONS 
A MILLENNIAL MOMENT 
70% OPPORTUNITIES 
Burson-Marsteller CNBC 
CORPORATE 
PERCEPTION 
INDICATOR 
A Global Corporate Compass 
1 A landmark global survey of 25,000 individuals in the general 
public and 1,800 top corporate executives from 25 global 
markets conducted by Penn Schoen Berland with a sample 
provided by Kantar. 
About Burson-Marsteller 
Burson-Marsteller, established in 1953, is a leading global public relations and communications 
firm. It provides clients with strategic thinking and program execution across a full range of public 
relations, public affairs, reputation and crisis management, advertising and digital strategies. The 
firm’s seamless worldwide network consists of 73 offices and 85 affiliate offices, together 
operating in 110 countries across six continents. Burson-Marsteller is a unit of WPP, the world’s 
leading communications services network. For more information, please visit bm.com. 
About Penn Schoen Berland 
Penn Schoen Berland (PSB), a member of Young & Rubicam Group and the WPP Group, is a global research-based consultancy 
that specialises in messaging and communications strategy for blue-chip political, corporate and entertainment clients. PSB’s 
operations include over 200 consultants and a sophisticated in-house market research infrastructure with the capability to 
conduct work in over 90 countries. The company operates offices in Washington, D.C., New York, London, Seattle, Los Angeles, 
Dubai, Delhi, Miami, The Dominican Republic and Denver, which are supported by an in-house fielding capability and are fully 
equipped to provide the complete creative solutions PSB clients need. More at www.psbresearch.com.

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Infographic - The Burson-Marsteller/CNBC Corporate Perception Indicator

  • 1. Six years after the economic crisis hit, the reputations of CORPORATIONS & THEIR SENIOR EXECUTIVES show improvements, but there is still work to do The differences of opinion across several key fault lines are still stark 1 “ The survey is a corporate compass that points in the direction of corporations and their leaders having even deeper engagement with the broader public “ DEVELOPED MARKETS’ VIEW OF CORPORATIONS about their essential roles in building the economy and improving society. A plurality of US Millennials (40%) view corporations as a source of fear not hope 40% of US Millennials 1/3 say it is good when corporations are strong and influential, because they are the engines of innovation and economic growth consider a corporation’s charitable activities as they make their purchasing decisions US Millennials are a global generation. They are less concerned about products being made in their own country and worry less about outsourcing than older generations. AMERICANS & THE CHINESE ARE ON OPPOSITE SIDES OF THE WORLD. The American public is divided on whether corporations are a source of hope (36%) or fear (37%) 84% of Chinese respondents say corporations are a source of hope SEE THEM AS DRIVING INNOVATION 67% The public wants to hear more from corporate leaders. Their corporations’ long-term success depends on it. Respondents around the world want to learn more about how the work of corporations and their leaders contributes to economic opportunity and how they are solving social challenges. - Don Baer Worldwide Chair and CEO, Burson-Marsteller FAVORABLE TO CORPORATIONS EMERGING MARKETS Say corporations were not humbled by the economic crisis and do not act more responsibly than before Across the developed world, 70% of people say that corporations play positive roles in creating economic growth say strong and influential corporations are good 3/5 MAIN vs. STREET C-SUITE IN DEVELOPED MARKETS 55% OF THE PUBLIC 52% OF EXECUTIVES 72% 52% FAVORABLE TO CORPORATIONS A MILLENNIAL MOMENT 70% OPPORTUNITIES Burson-Marsteller CNBC CORPORATE PERCEPTION INDICATOR A Global Corporate Compass 1 A landmark global survey of 25,000 individuals in the general public and 1,800 top corporate executives from 25 global markets conducted by Penn Schoen Berland with a sample provided by Kantar. About Burson-Marsteller Burson-Marsteller, established in 1953, is a leading global public relations and communications firm. It provides clients with strategic thinking and program execution across a full range of public relations, public affairs, reputation and crisis management, advertising and digital strategies. The firm’s seamless worldwide network consists of 73 offices and 85 affiliate offices, together operating in 110 countries across six continents. Burson-Marsteller is a unit of WPP, the world’s leading communications services network. For more information, please visit bm.com. About Penn Schoen Berland Penn Schoen Berland (PSB), a member of Young & Rubicam Group and the WPP Group, is a global research-based consultancy that specialises in messaging and communications strategy for blue-chip political, corporate and entertainment clients. PSB’s operations include over 200 consultants and a sophisticated in-house market research infrastructure with the capability to conduct work in over 90 countries. The company operates offices in Washington, D.C., New York, London, Seattle, Los Angeles, Dubai, Delhi, Miami, The Dominican Republic and Denver, which are supported by an in-house fielding capability and are fully equipped to provide the complete creative solutions PSB clients need. More at www.psbresearch.com.