Who and What Do Consumers Feel Define A Company’s Core Values?

HavasWorldwide-Who-Defines-Company-Core-Values-Feb2016Source: Havas Worldwide

    Notes: Consumers believe employees have the biggest role in defining a company’s core values, per results from a Havas Worldwide survey of more than 10,000 adults worldwide. Notably, respondents believe that marketing and advertising (31%) has a significant role to play, being about as influential as brand champions (32%) and slightly more so than the CEO (29%).

      Related: The Core Values Consumers Feel Are Most Important For Brands to Embody

        About the Data: For its “Project Superbrand” report, Havas Worldwide partnered with Market Probe International to survey 10,131 people ages 18+ in 28 markets: Australia; Belgium; Brazil; Canada; China; Colombia; the Czech Republic; Estonia; France; Germany; India; Ireland; Italy; Japan; Latvia; Lithuania; Malaysia; Mexico; the Netherlands; Poland; Portugal; Saudi Arabia; Singapore; South Africa; Spain; the United Arab Emirates; the United Kingdom; and the United States.