FleishmanHillard Authenticity Gap Research in China with 200+ Companies Shows the Need for Brands to Close the Gap Between Promises and Behavior

调研中国超200家企业后，福莱真实性差距报告表明：品牌需消除其承诺和行为间的差距

ST. LOUIS, August 2, 2021 — The FleishmanHillard 2021 Authenticity Gap study released today examines the actions brands need to take to catch up to consumers’ expectations.
圣路易斯，2021年8月2日——福莱国际传播咨询《2021年度全球真实性差距报告》今天发布，报告研究了品牌为达到消费者预期所需采取的一系列行动。

The five-market study shows that nearly two-thirds of consumers (64%) believe that for a company to be more credible than its competitors it must talk about its behavior and impact on society and the environment, not just the customer benefits it offers. It also found that:
这份基于全球五大市场的调研报告表明，近三分之二（64%）的消费者认为企业若要比其竞争对手更值得信赖，就必须要谈及其行为以及对社会和环境的影响，而不仅仅是其提供的客户利益。报告也发现：

• Three-quarters (75%) of industries studied are failing to meet customer expectations on caring for the environment. This is particularly prominent in Germany (75% of companies fall short) and the UK (68% of companies fall short).
  四分之三（75%）的受调研行业在保护环境方面未能达到客户预期。这种情况在德国（75%的企业未达到预期）和英国（68%的企业未达到预期）尤为突出。

• 95% of the industries studied aren’t meeting expectations when it comes to providing customers better value.
  95%的受调研行业在为客户提供更高价值方面未能达到预期。

• Across all industries, consumers expect companies to demonstrate a commitment to improve, but almost half (45%) are failing to deliver innovative solutions.
  纵观所有行业，消费者希望企业能够践行其做出改善的承诺，然而近半数（45%）企业未能拿出创新解决方案。

• Data security and privacy are top of the list of things consumers care about and expect companies to act on, and less than half (45%) are willing to let companies collect their personal information to provide them with greater convenience and personalization.
  数据安全和隐私是消费者关注的首要问题，不到半数（45%）的消费者愿意让企业收集个人信息以提供更便捷和个性化的服务。

“With beliefs, views and facts increasingly polarized, organizations around the world need genuine insight into how to authentically communicate, based on who they are, and what the world expects of them,” said John Saunders, President and CEO, FleishmanHillard. “They need to be able to hear from people who are engaged in their sector, understand how they fare against the competition and know what really matters to their audiences.”
福莱国际传播咨询总裁兼首席执行官John Saunders表示：“随着信仰、观念和事实愈加两极分化，全球的机构都需要真正了解如何基于自身的本质以及社会对他们的期望，进行真实的沟通。他们需要听取同行业人的意见，了解他们在竞争中的表现，知道受众真正在乎什么。”

FleishmanHillard launched the Authenticity Gap study in 2012 to analyze the alignment between consumer expectations and experiences, interviewing informed consumers in five countries about their views on more than 200 companies in 20 industries. The data helps companies judge how authentic they are, where they’re falling short and how they’re stacking up against their industry competitors in terms of customer benefits, societal outcomes and management behaviors.
福莱国际传播咨询于2012年启动了真实性差距调研，通过采访来自五个国家的知情消费者，了解他们对于20个行业领域内200多家企业的看法，以分析消费者预期与体验的一致性。调查数据有助于企业判断其真实性、不足之处以及他们如何在客户利益、社会成果和管理行为等方面与行业竞争对手相抗衡。

Key China findings include:
中国市场调研的主要发现：

Informed consumers in China are also looking to leaders to take an authentic stand on key policies and issues like the environment and public health
中国的知情消费者期望领导者能在环境或公共卫生等关键政策和议题上表达真实立场

• Better value is the top driver shaping perceptions in China, but of the 20 industries studied, only 35% are meeting expectations.
  更高价值是构成品牌认知的首要因素，但在调研的20个行业中，只有35%达到了预期。

• Innovation is a close second, but only five industries (25%) are innovating to the expectations of consumers.
  创新紧随其后，但只有5个行业（25%）的创新程度达到了消费者预期。

• Care of the environment ranks fourth in importance to Chinese consumers, and comparatively companies in China perform well in this area with 60% of industries living up to consumer expectations.
  保护环境对中国消费者的重要性排在第四，中国的企业在这一领域做得相对不错，有60%的行业达到了消费者预期。

• Business leaders doing right is more important to Chinese consumers than in other markets. Yet 13 of 20 industries are falling short of expectations on management doing the right thing.
  与其他国家相比，企业领导者做正确的事对中国消费者来说更为重要。然而20个行业中的13个行业，在管理层做正确的事这一点上没有达到预期。

Companies are expected to be a part of the solution, not just discussion, when it comes to societal impact
在社会影响力方面，消费者期待企业能够参与解决问题，而不仅是参与讨论

• Protecting the environment/climate change is the top issue informed consumers expect companies to act on, with 39% of respondents expecting companies in China to champion it.
  保护环境/气候变化是知情消费者期待企业有所作为的首要议题，39%的受访者期待在华企业能够支持这一议题。
  • 81% of Chinese consumers believe that companies should have working practices that protect the environment.
    81%的中国消费者认为企业应采取保护环境的工作方式。
  • And 67% of Chinese consumers believe, to be more credible than competitors, a company must talk about its behavior and impact on society and the environment, not just the customer benefits it offers.
    67% 的中国消费者认为，企业若要比其竞争对手更值得信赖，就必须要谈及其行为以及对社会和环境的影响，而不仅仅是其为客户提供的利益。

• Although diversity and inclusion practices are becoming paramount for employees, 35% of informed consumers feel companies in China can do more to make the workplace better.
  尽管多样性和包容性的工作方式对员工至关重要，35%的知情消费者认为中国的企业在这方面还有更多进步空间以改善工作环境。

• Chinese consumers tend to agree that CEOs should take a public stance on issues that some may consider polarizing or beyond their traditional remit. Three in four (75%) informed Chinese consumers say CEOs should speak up on issues that ‘may not have a significant impact on the business but have a significant impact on society’ – with particular focus on diversity and diverse representation within a workforce and its leadership.
  中国消费者倾向于同意首席执行官应对可能会引起两极分化或超越传统职权范围的议题表明公开立场。四分之三（75%）的知情消费者表示首席执行官应在“对企业影响不大但对社会造成重要影响”的议题上发声——尤其关注员工和领导层的多样性问题。

• Similarly, 80% agree that CEOs should have a voice on the environmental policy debate, and three quarters (75%) say business leaders should have a role shaping health policy.
  类似地，80%的消费者同意首席执行官应在环境政策的讨论中发声，四分之三（75%）的知情消费者认为商业领袖应在制定卫生政策上发挥作用。

Key global findings include:
全球调研的主要发现：

Consumers are looking to leaders to take an authentic stand on key policies and issues like the environment and public health
消费者期望领导者能在环境或公共卫生等关键政策和议题上表达真实立场

• Two-thirds (65%) of informed consumers expect CEOs to speak up on issues that have a significant impact on society, even if it may not impact the business.
  三分之二（65%）的知情消费者期待首席执行官在对社会产生重要影响的议题上发声，即使这些议题可能不会影响企业发展。

• Three-in-four consumers (73%) believe CEOs must have an active voice on supporting and influencing environmental issues and policy change.
  四分之三（73%）的消费者认为首席执行官应积极发声支持并影响环境议题和政策调整。

• 65% of consumers say CEOs should play a role influencing health policy.
  65%的消费者表示首席执行官应在影响卫生政策上发挥作用。

Companies are expected to be a part of the solution, not just discussion, when it comes to societal impact
在社会影响力方面，消费者期待企业能够参与解决问题，而不仅是参与讨论。

• Although diversity and inclusion practices are becoming paramount for employees, nearly half of consumers (48%) in most markets feel companies can do more to make the workplace better.
  尽管多样性和包容性的工作方式对员工至关重要，多数国家有近半数（48%）的知情消费者认为企业在这方面还有更多进步空间以改善工作环境。

• More than a third (38%) of consumers expect companies to take a public stance on the income gap.
  超三分之一（38%）的消费者期待企业能够在收入差距问题上表明公开立场。

• Over half (55%) of consumers think companies are not committed to doing the right thing, especially in Brazil (75%), China (56%) and the U.S. (54%).
  超半数（55%）消费者认为企业没有致力于做正确的事，尤其在巴西（75%）、中国（56%）和美国（54%）。

Consumers don’t expect brands to act on everything they care about in all cases
消费者不指望品牌对他们关注的一切都能有所作为

• The top issues informed consumers care about include data security, data privacy, access to affordable, quality healthcare, access to affordable, quality education and violence against women.
  知情消费者最关心的议题包括：数据安全、数据隐私、平价优质医疗及教育资源的可及性以及针对妇女的暴力行为。

• The issues informed consumers expect companies to act on also include data security and data privacy, but then diverge to protecting the environment/climate change, minimum wage and income and wage gaps.
  知情消费者期望企业有所作为的议题：首先是数据安全和数据隐私，其次是环境保护/气候变化，以及最低工资及收入差距问题。

FleishmanHillard has developed new strategies to help brands put authenticity into action. To learn more about the Authenticity Gap Global Report, please refer to The Power of Authenticity.
福莱国际传播咨询制定了新策略以助力品牌将真实性付诸行动。欲了解更多《全球真实性差距报告》，请参考The Power of Authenticity。

The 2021 authenticity research was conducted by FleishmanHillard’s TRUE Global Intelligence, the agency’s in-house research practice. The survey included a total of 10,285 informed consumers in Brazil, China, Germany, U.K. and the U.S., 18 years of age and older. The ‘informed consumer’ is defined as individuals who are interested or involved with one of the 20 industries that were studied in the 2021 Authenticity Gap research. The survey was fielded online between March 2 and April 16, 2021.
2021年度真实性调研由福莱国际传播咨询内部调研团队TRUE Global Intelligence完成。该调研涵盖来自巴西、中国、德国、英国和美国的共10,285名18岁以上消费者。报告中的“知情消费者”是指与2021年度真实性差距调研中研究的20个行业相关或感兴趣的个人。该调研于2021年3月2日至4月16日在线进行。

About FleishmanHillard
FleishmanHillard specializes in public relations, reputation management, public affairs, brand marketing, digital strategy, social engagement and content strategy. FleishmanHillard was named 2020 Campaign Global PR Agency of the Year, 2019 PRWeek U.S. Outstanding Large Agency; 2019 Holmes Report North America Large Agency of the Year; ICCO Network of the Year – Americas 2017-2020; PRovoke Media Greater China Consultancy of the Year 2020; PRWeek UK Best Places to Work 2020; Human Rights Campaign Best Places to Work for LGBTQ Equality 2018-2020; and NAFE’s “Top Companies for Executive Women” 2010-2020. The firm’s award-winning work is widely heralded, including at the Cannes International Festival of Creativity. FleishmanHillard is part of Omnicom Public Relations Group, and has 80 offices in more than 30 countries, plus affiliates in 50 countries.

关于福莱国际传播咨询
福莱国际传播咨询在公共关系、声誉管理、公共事务、品牌营销、数字化战略、社会化营销和内容策略等方面具有深厚经验。公司荣膺Campaign 2020年度全球最佳公关公司大奖、2019年度《公关周刊》（PRWeek）美国杰出大型公关公司、2019年度 Holmes Report 北美最佳大型公关公司、2017-2020年度被评为ICCO 美洲最佳网络、2020年度 PRovoke Media 大中华区最佳咨询机构、2020年度《公关周刊》英国最佳工作场所，2018-2020年被评为LGBTQ平等最佳工作场所、2010-2020年被全美女性商业领袖协会（NAFE）评为“最适合女性经理人的公司”之一 。公司在业界屡获殊荣，其中包括戛纳国际创意节的奖项。福莱国际传播咨询隶属于宏盟公关集团，在全球30多个国家设有80个办公室，另在50个国家设有分支机构。

About Omnicom Public Relations Group
Omnicom Public Relations Group is a global collective of three of the top global public relations agencies worldwide and specialist agencies in areas including public affairs, marketing to women, global health strategy and corporate social responsibility. It encompasses more than 6,300 public relations professionals in more than 370 offices worldwide who provide their expertise to companies, government agencies, NGOs and nonprofits across a wide range of industries. Omnicom Public Relations Group delivers for clients through a relentless focus on talent, continuous pursuit of innovation and a culture steeped in collaboration. Omnicom Public Relations Group is part of the DAS Group of Companies, a division of Omnicom Group Inc. (NYSE: OMC) that includes more than 200 companies in a wide range of marketing disciplines including advertising, public relations, healthcare, customer relationship management, events, promotional marketing, branding and research.

关于宏盟公关集团
宏盟公关集团是由全球顶尖的三家公关公司和专业机构组成的全球性集团，其服务领域包括公共事务、女性营销、全球健康战略及企业社会责任。集团由全球370多个办事处的6300多名公关专业人士组成，为企业、政府机构、非政府组织和非营利组织提供专业服务。宏盟公关集团通过对人才的不懈关注、对创新的不断追求和主张合作的企业文化为客户提供服务。宏盟公关集团隶属宏盟集团的下属集团公司：百益通市场顾问有限公司（DAS），旗下有超过200家公司，涉及的营销领域广泛，如广告、公共关系、医疗、客户管理、活动、促销营销及品牌传播及调研等。