Our research roundup highlights some of the relevant research from the PR industry, covering topics as diverse as the businesses producing the research. This function runs periodically.Please send your latest findings to [email protected].
Involvement of Hispanic creators
The Borden Agency’s research on how brands can truly engage with Hispanic creators found that collaborations with diverse creators are aimed at deepening relationships with the Hispanic community. Fair compensation for diverse creators aligns with industry standards and provides unique perspectives to truly reach audiences that matter. Celebrating Hispanic culture in diverse ways ensures long-term success in community engagement. And understanding and leveraging diverse passion points will increase the effectiveness of an influencer’s marketing strategy. The complete report is here.
Human growth
The Institute for Real Growth’s Humanized Growth study found that 90% of leaders in companies that are successful in transitioning away from shareholder-focused models view stakeholder value creation as an opportunity for business growth. In contrast, 50% of leaders in underperforming companies found that. The global study also found that purpose plays a role in business decision-making for 71% of leaders in high-performing companies, compared to just 7% of low-performing companies. When asked whether stakeholders are represented in decision-making, 69% of leaders at high-performing companies said yes, compared to 69% of leaders at underperforming companies who said the same. It was only 3%. The full study can be found here.
CEO and CMO
A Boathouse survey of 150 U.S. CEOs found a major shift in the way CEOs think about marketing and CMOs. The survey found that 51% of CEOs now believe a short CMO tenure is a sign of success rather than failure in the role, up from 20% in 2022. The CEO’s (49%) and his CMO’s (40%) “best in class” ratings for marketing have doubled from his 2021 survey results (20%-21%). CEOs’ perceptions of loyalty to their CMOs are also growing, with 8 in 10 recognizing that their CMOs would take the bullet on their behalf (in 2021) (up from 3 out of 10). The full study can be found here.
distrust of technology
Penta’s latest Washington Insight Review reveals deep mistrust and misconceptions about new technologies that have the potential to influence laws and regulations for the next decade. The report found that technology is at the top of policy leaders’ minds this year, both in their professional priorities and in their reflections on effective advocacy. Policymakers are prioritizing digital security and trust to strengthen national interests and foster international cooperation. The full report can be viewed here.