Archive
Reports
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Accent bias and language discrimination in the creative industries
February 15, 2023
Guest author: Bibi Hilton, CEO of Creative Access Accents and use of language are often seen (mistakenly) as a marker of class, level of education and socio-economic background. Creative Access, a leading social enterprise specialising in diversity and inclusion, partnered with FleishmanHillard UK to explore the extent and impact of this “language discrimination” on employer cultures, employees and aspiring employees and on the work they produce in the creative industries and beyond. Our research consisted...
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Re-evaluating Employee Value Proposition for the new era of work
November 18, 2022
It’s time to let go of the idea of “employer brand.” You have only one brand — it’s what the world, employees, and prospective talent all see and interact with — and amid the tightest global labour market in decades, it must be thoughtfully established and maintained to attract all audiences. Instead, organizations should focus on defining their Employee Value Proposition (EVP) as the way to differentiate their unique talent offering, boost performance and engagement...
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Introducing Generation Divided – Why we need to listen to them to bridge cultural gaps
October 13, 2022
What can we learn from the culture gap, and how could it help brands authentically communicate to their ever-broadening range of customers, audiences & communities? It’s strange to think this winter feels bleaker than the two preceding it – after two COVID-restricted Christmases, we should be looking forward to a sense of normality, and perhaps finally making the most of the hybrid world we now live in. Instead, what’s facing us is a crisis affecting...
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Togetherness is one of the major aspects determining the health of a society and economy
September 9, 2022
Lauren Winter, global managing director of consumer culture and senior partner Togetherness, or social cohesion, binds different groups, factions and demographics together, breaking down boundaries and fostering friendship, belonging and well-being. A variety of factors have combined to erode our sense of togetherness, including a breakdown of social trust and a reduction in cultural, economic and social experiences that are shared across different demographics. This is happening at the same time as consumers, shareholders and...
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What does authenticity even mean (and why does it matter?)
August 8, 2022
It’s one of those words – like ‘insights’ – that’s often used and even more frequently claimed. It’s as if everyone knows that businesses and brands have to look and sound authentic to succeed, but nobody remembers quite what you have to do to actually be authentic. Politicians, influencers, business leaders all appear to know that ‘the public’ respond better, buy more, and vote for people or brands who’re authentic. But often as not, they...
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B2B Buying Guide 2022: The Impact of ESG on the B2B Buying Process
April 6, 2022
Purpose is Profit for B2B Companies Not long ago, most companies considered maximising profits as their principal purpose. Today, purpose has a higher meaning, and a company’s response to environmental, social and governance (ESG) issues is an increasingly important measure of its success. Employees, investors, and consumers are choosing to work with, invest in and buy from companies based on their responses to issues like racial and economic injustice, global conflicts and the climate crisis...
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Tackling International Trade: How Business Can Navigate the Challenges in Trade through Communications
January 28, 2022
2021 proved to be another tumultuous year for business and the uncertainty looks to continue into 2022. Nowhere is this more evident than in international trade – which now touches almost all aspects of business and society. That makes it even more vital for companies to be communicating about their trade priorities, shaping trade policy, and advocating for solutions that ease trade barriers and disruption. In the UK in particular, the combined effect of the...
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Ethics in Business — The Future of ESG and Sustainable Investing
December 1, 2021
The importance of business ethics Momentum is building as a rapidly growing number of consumers, governments, institutional investors and corporations acknowledge the financial as well as physical threats posed by environmental, social and governance issues, such as climate change, greenhouse emissions and reliance on a fossil fuel-based economy. Meanwhile, the global Covid-19 pandemic has intensified focus on societal responsibility and whether companies and business leaders are doing the ‘right thing’ through the crisis – by...
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The Voice of the Climate Generation: Understanding Gen Z and Climate Comms
September 16, 2021
When it comes to ‘issues we care about’, the climate crisis is a uniquely oppressive force on a young person’s mind. Not because it threatens every society’s way of life. Not because it requires systemic changes to the way we eat, move and make things on a scale never seen before. And not even because we are aware that simply by going about our daily lives, we are contributing to the problem. It’s because we’re...
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The Authenticity Gap: FleishmanHillard release global authenticity research
June 9, 2021
At its heart, authenticity is the fundamental alignment of who you claim to be and who you really are. If the two are at odds, no matter who you are, people will be let down or dissatisfied, and you won’t meet expectations. At FleishmanHillard, we call this the ‘Authenticity Gap’ and we’ve been measuring it since 2012, using the Nine Drivers of Authenticity that shape consumer perceptions and beliefs. Our rich research data allows companies...