Consumers are more skeptical than ever about corporations — and their marketing.
Two-thirds of consumers are skeptical of corporate motivations, according to a survey conducted by marketing agency Public New York.
Fully 67% of respondents said they’re more skeptical towards corporations in the U.S. than they used to be. Thirty-five percent said their opinion doesn’t matter much, and 16% said it doesn’t matter at all to corporations.
The year-old agency commissioned research firm Hall & Partners for a national survey on consumer attitudes, especially towards fast food, financial services, personal care and beauty, pharmaceutical and home furnishings companies.
When asked about pharmaceutical firms, most respondents agreed that “it is unethical for companies to advertise directly to consumers.” Two-thirds of the skeptics said pharmaceuticals companies are more interested in profit than consumer well-being, and many said doctors rely heavily on pharmaceutical companies to influence their prescriptions.
Consumers think fast-food chains should pay more attention to nutrition, and that financial services should create an industry-wide code of ethics.
Respondents blamed HBC marketers for “our nation’s obsession with looking young,” although heavy users trust beauty companies more than other corporations because women are often the founders.
Heavy personal-care and beauty consumers said they support companies that sponsor charitable events, but overall, consumers think corporate philanthropy falls short.
“Philanthropic pursuits, the survey noted, are not enough,” said Public New York President-CEO Paul Levine in a statement. “The most effective means for corporations to create strong impressions, establish meaningful connections and the desired response is through honest dialogue and more direct contact.”
Many consumers base their impressions on the number of direct points of contact with the corporation, as well as product quality and customer service.
Skeptics tend to be older with higher incomes and more education. Their skepticism correlates with concern for their children’s future, the environment, perceived American superficiality and the need for greater control over health decisions.
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