Thursday, May 28, 2020

Marketing's Role in Restarting the Economy - Part 2

In the 2nd installment of MDC’s Curated Conversation we’ll discuss The Harris Poll Essential 100 

All that matters is “right now.”

Join our discussion on how COVID-19 has reordered life, priorities and meaning and in doing so, opened American society up to new attitudes, values and beliefs. Notably, the role of businesses in pandemic response is a sudden and new public expectation.

In Harris Poll data, Americans believe companies can (and should) play an essential role in restoring public health and rebuilding the economy. We liken this to a “war-time effort,” where the public will judge profit-making companies for their contributions.

In this moment, reputations are being remade across industries while companies are forging new images as leaders and advocates. Whereas previously reputations were built up over decades, in this new world order all that matters is “right now.”

More details…

The Harris Poll asked Americans –– who are both consumers and shareholders of American corporations (and corporations operating extensively in America) –– which firms are at this moment the most ‘essential?’ 

The Harris Poll Essential 100 is a ranking of corporations comprised of four equally weighted components (based on public expectations of company performance in our surveys).

Resolve – The degree to which the company is seen as being part of the solution to the pandemic: this measure is comprised of company innovation and re-imagination/application of its business towards curing or mitigation of COVID.

Trustworthiness – How the public views the company’s integrity and mettle as tested during the pandemic: this measure is trust magnified –– not just that they are trustworthy, but that the public believes they have the temerity to go the distance to fight this pandemic. Key underpinnings of this metric are leadership, core values and resources.

Responsiveness— The changing public opinion of the company during the pandemic based on perceived actions: this measure tests agility, mobilization of resources and collaboration with both the private and public sector.

Permanence – This measure assesses the company’s underlying relevance to society moving forward. Asked as ‘would you miss the company if it wasn’t strong enough to survive C-19 and went away?’

Our webinar will unpack the list and go deeper into examples and perspectives/use cases across the four dimensions measured. 

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