Every day there is a headline that brings companies, industries and even whole markets to their knees. Issues such as #MeToo, data security, gender equality and diversity can make or break a brand’s reputation. No matter where you are in the world, these types of events are unavoidable. We live in a high-stakes era and marketers must be prepared for anything at any time. We surveyed key stakeholders around the globe to get their thoughts on how this unpredictable environment is impacting brands and purchasing decisions. Here’s what they had to say.
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Marketers worldwide are concerned a high-stakes event will impact their organisation and potentially damage their brand reputation, or worse, cause customers to abandon them.
What They're Saying
of marketing leaders are worried that a high-stakes communication crisis will
hit their organisation.
80%
Marketers aren’t nearly as prepared as they should be. This is surprising considering that four out of every five marketing leaders tell us they are either “very or quite worried” about a high-stakes communication issue hitting their organisation.
of marketing leaders don’t have a current high-stakes communication plan in place.
45%
Values equal dollars. Marketers take note: your brand’s values (or lackthereof) are often a top consideration when making a purchasing decision.
of business decision makers take into account values when making a B2B purchasing decision
as a matter of importance.
86%
The world is a crazy and unpredictable place.
What Stood Out
An event can happen at any point in time that can make or
break your company’s reputation and bottom line. The business environment worldwide has changed, and marketers need
to adapt.
Just having brand values isn’t enough anymore.
Having brand values is great and all, but they only work if you live and communicate them regularly. Businesses simply aren’t doing this and they are more vulnerable than they have to be.
B2B marketers are not prepared.
People often think that consumer brands are the only ones affected by high-stakes events, but this isn’t the reality. The expectations for B2B businesses are higher than ever and no company is immune.
A Global Perspective
We explored eight countries across the world to determine the top high-stakes issues in each. From Colin Kaepernick taking a knee to disagreements about Brexit; from Malaysia’s 1MDB financial scandal to the gilet jaunes protests on the streets of Paris. Here’s what most important in the eyes of marketers around the globe.
If you’re a marketer and you’re concerned about a high-stakes event, you’re not alone. After surveying CMOs, senior communications executives, and business decision makers at B2B and B2C companies, it’s clear as day that one of these events could have a massive impact on your business, positive or negative. It all depends on your planning. Are you really prepared? Find out what’s of biggest concern in your country and download the full report.
The Report
Download
Download
Still looking to learn more about how your organisation can prepare for today's high-stakes business climate? Drop us a line and we'll be in touch soon.
Stay in the Know
heather kernahan
President, North America & Australia
heather.kernahan@hotwireglobal.com
Australia
France
Germany
Italy
Mexico
Spain
United Kingdom
United States
In Australia
Marketers in Australia experience
high-stakes events more than any other country in our study – yet emphasis on communicating brand values is significantly less than the global average. To avoid the reputational damage of a high-stakes event, brands must better demonstrate their values.
of marketing leaders have been involved in a high-stakes issue.
72%
of marketing leaders believe their organizations reflect their core values the majority of the time.
34%
In Australia
Marketers in Australia experience
high-stakes events more than any other country in our study – yet emphasis on communicating brand values is significantly less than the global average. To avoid the reputational damage of a high-stakes event, brands must better demonstrate their values.
of marketing leaders have been involved in a high-stakes issue.
72%
of marketing leaders believe their organizations reflect their core values the majority of the time.
34%
In France
In France, high-stakes events seem to be prevalent and considering that, it comes as no surprise that values play
a key role in purchasing decisions. Brands need to communicate and live the values that they stand for.
of business decision makers consider values when making a B2B purchase.
83%
of marketing leaders have been involved in high-stakes issues.
60%
In Germany
While marketers in Germany experience fewer high-stakes events and are less concerned than other countries in our study, the repercussions of mishandling these situations are no less severe – in fact, German business decision makers are more likely to end a partner relationship.
of marketing leaders are worried about a high-stakes event happening at their organization.
34%
of business decision makers would terminate a business relationship for failure to address a high-stakes communications issue.
83%
In Italy
In Italy, consumers spend their dollars with companies that align with their values, more so than the global average. Knowing this, marketers need to be extra conscious of their brand’s values and how they’re communicated.
of marketing leaders have been involved in a high-stakes issue.
42%
of consumers align their spending habits to their personal values.
85%
In Mexico
High-stakes events are nearly always top of mind for marketing leaders in Mexico. The threat is imminent, and preparation is a must if you are a brand trying to succeed in
this business environment.
of marketing leaders claim to be worried about a high-stakes event happening at their organization.
94%
of marketing leaders have been involved in a high-stakes issue.
56%
In Spain
With the current socioeconomic climate in Spain, there is a heightened sensitivity around high-stakes issues. Business decision makers place significant emphasis on values and ethics when making a purchasing decision – and marketers are worried for good reason.
of marketing leaders are worried about a high-stakes event happening at their organization.
80%
of business decision makers factor in values and ethics when making a purchasing decision.
90%
In the United Kingdom
In the UK, the backlash
businesses can expect from poor handling of high-stakes scenarios is fast and furious. Not only can organisations expect to lose business customers, but they should expect to lose them quickly.
of consumers have already walked away from brands due to unsatisfactory communications around high-stakes events.
39%
of business decision makers would terminate a business relationship within a week of a poorly handled high-stakes event.
65%
In the
United States
In the United States, concern about high-stakes issues is lower than what we see globally and in other countries, although businesses appear to experience them at a much higher rate. Knowing the impact of one of these events, brands need to face up to the realities and get prepared with their values.
of marketing leaders have been involved in high-stakes issues.
70%
of marketing leaders claim to be worried about a high-stakes event happening at their organization.
40%
?
!
Original version
What They're Saying
?
!
of marketing leaders are worried that a high-stakes communication crisis will
hit their organisation.
80%
Marketers worldwide are concerned a high-stakes event will impact their organisation and potentially damage their brand reputation, or worse, cause customers to abandon them.
of marketing leaders don’t have a current high-stakes communication plan in place.
45%
Marketers aren’t nearly as prepared as they should be. This is surprising considering that four out of every five marketing leaders tell us they are either “very or quite worried” about a high-stakes communication issue hitting their organisation.
of business decision makers take into account values when making a B2B purchasing decision
as a matter of importance.
86%
Values equal dollars. Marketers take note: your brand’s values (or lackthereof) are often a top consideration when making a purchasing decision.
What Stood Out
The world is a crazy
and unpredictable place.
An event can happen at any point in time that can make or break your company’s reputation and bottom line. The business environment worldwide has changed, and marketers need to adapt.
B2B marketers are not prepared.
People often think that consumer brands are the only ones affected by high-stakes events, but this isn’t the reality. The expectations for B2B businesses are higher than ever and no company is immune.
Just having brand values isn’t enough anymore.
Having brand values is great and all, but they only work if you live and communicate them regularly. Businesses simply aren’t doing this and they are more vulnerable than they have to be.
We explored eight countries across the world to determine the top high-stakes issues in each. From Colin Kaepernick taking a knee to disagreements about Brexit; from Malaysia’s 1MDB financial scandal to the gilet jaunes protests on the streets of Paris. Here’s what most important in the eyes of marketers around the globe.
A Global Perspective
Australia
France
Germany
Italy
Mexico
Spain
United Kingdom
United States
In Australia
Marketers in Australia experience
high-stakes events more than any other country in our study – yet emphasis
on communicating brand values is significantly less than the global average. To avoid the reputational damage of a high-stakes event, brands must better demonstrate their values.
of marketing leaders have been involved in a high-stakes issue.
72%
of marketing leaders believe their organizations reflect their core values the majority of the time.
34%
GO BACK
In France
In France, high-stakes events seem to be prevalent and considering that, it comes as no surprise that values play
a key role in purchasing decisions. Brands need to communicate and live the values that they stand for.
of business decision makers consider values when making
a B2B purchase.
83%
of marketing leaders have been involved in high-stakes issues.
60%
GO BACK
In Germany
While marketers in Germany experience fewer high-stakes events and are less concerned than other countries in our study, the repercussions of mishandling these situations are no less severe – in fact, German business decision makers are more likely to
end a partner relationship.
of marketing leaders are worried about a high-stakes event happening at their organization.
34%
of business decision makers would terminate a business relationship for failure to address a high-stakes communications issue.
83%
GO BACK
In Italy
In Italy, consumers spend their dollars with companies that align with their values, more so than the global average. Knowing this, marketers need to be extra conscious of their brand’s values and how they’re communicated.
of marketing leaders have been involved in a high-stakes issue.
42%
of consumers align their spending habits to their personal values.
85%
GO BACK
In Mexico
High-stakes events are nearly always top of mind for marketing leaders in Mexico. The threat is imminent, and preparation is a must if you are a brand trying to succeed in this business environment.
of marketing leaders claim to be worried about a high-stakes event happening at their organization.
94%
of marketing leaders have been involved in a high- stakes issue.
56%
GO BACK
In Spain
With the current socioeconomic climate in Spain, there is a heightened sensitivity around high-stakes issues. Business decision makers place significant emphasis on values and ethics when making a purchasing decision – and marketers are worried for good reason.
of marketing leaders are worried about a high-stakes event happening at their organization.
80%
of business decision makers factor in values and ethics when making a purchasing decision.
90%
GO BACK
In the United Kingdom
In the UK, the backlash
businesses can expect from poor handling of high-stakes scenarios is fast and furious. Not only can organisations expect to lose business customers, but they should expect to lose them quickly.
of consumers have already walked away from brands due to unsatisfactory communications around high-stakes events.
39%
of business decision makers would terminate a business relationship within a week of a poorly handled high-stakes event.
65%
GO BACK
In the
United States
In the United States, concern about high-stakes issues is lower than what we see globally and in other countries, although businesses appear to experience them at a much higher rate. Knowing the impact of one of these events, brands need to face up to the realities and get prepared with their values.
of marketing leaders have been involved in high-stakes issues.
70%
of marketing leaders claim to be worried about a high-stakes event happening at their organization.
40%
GO BACK
Click on each country to learn more
Click on each country to learn more
The Report
If you’re a marketer and you’re concerned about a high-stakes event, you’re not alone. After surveying CMOs, senior communications executives, and business decision makers at B2B and B2C companies, it’s clear as day that one of these events could have
a massive impact on your
business, positive or negative.
It all depends on your planning.
Are you really prepared? Find
out what’s of biggest concern
in your country and download
the full report.
Still looking to learn more about how your organisation can prepare for today's high-stakes business climate? Drop us a line and we'll be in touch soon.
Stay in the Know
EVP, Global Head of Brand Strategy
& Marketing Services
sahana.jayaraman@hotwireglobal.com
SAHANA JAYARAMAN
