Is the pressure for brands to be ‘perfect’ stifling social and environmental progress?

In a word, yes.

New research by Alfred and Sensu Insight has revealed a significant number of brands and businesses are still choosing to under-report on their social and environmental progress, citing pressure to maintain a positive public image and fear of backlash and scrutiny as some of the main reasons for doing so.

More than two-thirds (70%) of the PR and marketing professionals we questioned said the brands they represent are ‘staying quiet’ on environmental, social and governance issues. Almost two thirds (62%) felt that brands are expected to be perfect and never make mistakes.

It our latest report, Staying quiet: are brands slowing progress in pursuit of perfection? we uncover the challenges facing comms professionals as they help brands to navigate the rising tides of regulation, media scrutiny, consumer agitation and shareholder pressure.

We argue that by embracing a mindset of progress over perfection, brands can become true catalysts for change, earning the trust of their peers and stakeholders, driving commercial success and leaving a lasting legacy.

Download the report here.