Check out the latest article in my series: America This Week: Maskless Angst, Science is Back, Climate Finances, Jo… https://t.co/73eu3ZnTjR
RT @Mark_Penn_Polls: TUNE IN NOW! @sarafischer & @AxiosNick are unpacking the @Axios @HarrisPoll 2021 rankings, featuring Harris Poll CEO @…
RT @axios: WATCH: @sarafischer and @axiosnick reveal which brands have become America's favorites and how the past year has impacted their…
RT @axios: TOMORROW @ 12:30pm ET: @sarafischer and @axiosnick are joined by @HarrisPoll CEO @johngerzema, @stagwellgroup’s @rayday and @mar
Check out the latest article in my series: America This Week: The Great Un-Masking, Pandemic Pets, Fewer Kids, More… https://t.co/tk7oY852hZ
RT @axios: WEDNESDAY: Join us for a chat about America's biggest brands' reputations on Twitter Spaces, with @sarafischer, @lachlan, @inafr
RT @JFrusci: After the event, join us for a Twitter Spaces chat about America’s biggest brands’ recognition/reputation, with @sarafischer,…
Check out the latest article in my series: America This Week: Special Edition: Corporate Reputation Results… https://t.co/faYHj6D2yu
Check out the latest article in my series: America This Week: Procrastinators, Dose-Skippers, Anti-Laxxers, and The… https://t.co/R6DIVEFtZy
Check out the latest article in my series: America This Week: Vaccine Hoarding, J&J's Pause, Revenge Travel… https://t.co/1h7VbXiUpb
RT @NateSilver538: This poll gets at an important point. It's not that the J&J pause necessarily increases vaccine hesitancy in the populat…
Check out the latest article in my series: America This Week: Travel Guidelines, Millennials in Debt, Autonomous An… https://t.co/GUHReNeA7n
Check out the latest article in my series: America This Week: Vaccine Passports, Gen Z Anti-vaxxers, Mortgaged Mill… https://t.co/5ObQcg60ek
Check out the latest article in my series: America This Week: Peak Vaccine, Too Much Moneyball, Housing Blues, and… https://t.co/WyaGo3NsIh
Check out the latest article in my series: America This Week: Is it Over Yet? Asian-American Violence, Middle-Aged… https://t.co/GhriKuveAL
Articles
Axios Social good is the new sales pitch

New data from an exclusive Axios/Harris poll finds that public perception of companies is deeply impacted by how much those companies can promise a better future for society.

Why it matters: Legacy brands are facing their stiffest competition yet from mission-driven upstarts. Many are hoping that marketing campaigns centered around "social good" will improve the narrative that older corporate giants are stodgy and ruthless.

By the numbers: According to the Axios-Harris Poll 100, which is based on 20 years of Harris research on brand reputation, the companies with the most momentum include brands that are making commitments towards bettering society.

  • "Amazon Prime delivers an unbeatable promise to make our lives simpler, Wegmans fosters home and hearth values in a divisive society, Samsung is leading the future of AI, Chick-Fil-A’s walks the talk, and Netflix empowers taste communities not traditional demographics," the study notes.

Be smart: Tech giants like Facebook and Google, which are under fire for issues around privacy, are losing momentum.

Driving the news: Perhaps the biggest showcase of this trend was visible in Austin, Texas this week at the annual SXSW (South by Southwest) festival.

  • HBO teamed with the American Red Cross to promote the final season of Game of Thrones through an immersive "Bleed For The Throne" blood drive activation.
  • The event — which included a dramatic display of the Game of Thrones series, with paid actors, a choir and a guided walking tour — asked attendees to "walk in the steps of those who bled and relive their sacrifices." "If you've watched the 7 seasons it's about sacrifice and devotion ... This is the ultimate sacrifice. We're asking people to bend their knee and pledge allegiance to the throne, and unite as an army to fight for the living ... It plays really well from a strategic perspective with what's happening with the Red Cross." — Trevor Guthrie, Co-Founder of Giant Spoon, the agency that put together the experience

Coming together: Some corporate giants are putting aside competitive differences to create pacts to make society better.

  • Packaged goods companies like Procter & Gamble, Nestle, PepsiCo, Unilever, UPS and others are joining forces on reusable packaging. Each container in the system is designed for 100 or more uses.
  • Outdoor leisure companies like Patagonia and Columbia have teamed up to lobby the Trump administration for more environmental protections through their trade bodies. Yes, but: Impact marketing isn't entirely new, but in a politically charged environment, brands are leaning into it now more than ever.

The bottom line: It's no longer good enough for brands to be good. Today, they have to be good for something.

Methodology: The Axios Harris Poll 100 survey was conducted November through January in a nationally representative sample. One group, 6,118 U.S. adults, was asked to identify the two companies they believe have the best and worst reputations. Then, the 100 “most visible companies” were ranked by a second group of 18,228 adults across key measures of corporate reputation.

Comments