© Ipsos | The Path Forward – Managing Reputation in the Time of Covid1 ‒

PATH FORWARDWEBINAR HOST

• Launched career in sales & brand management

• Since the late 80s involved in the marketing research and information business

• Very involved with the Marketing community via CMA/ACA/CMDC

• Frequent public speaker, conference moderator & facilitator

• Currently craving a juicy burger & frenchfries from Holy Chucks

Steve LevyIpsos Canada

• Leads the public affairs and reputation teams in eastern Canada (Toronto, Ottawa and Montreal)

• 20 years of experience advising public and private sector clients

• Specializes in advanced quantitative research methods

• Can’t wait to get back to the gym

• Leads national public-opinion polling and reputation research

• Been with Ipsos for 13 years

• Manages Ipsos’ relationship with Global News and is a primary media spokesperson

• Hosts a weekly "QuarantiniParty" featuring trivia

TODAY’S SPEAKERS

Sandra GuirySVP, Ipsos Public Affairs

Sean SimpsonVP, Ipsos Corporate Reputation and Public Affairs

• Leads the reputation practice in Alberta

• Been with Ipsos for 2 years; prior experience with O&G and Government

• Specializes in energy research and stakeholder relations, communications

• Is learning how to play piano while in quarantine

Gregory JackVP, Ipsos Public Affairs

Managing Reputation in the Time of COVID-19

THE PATH FORWARD

Sean Simpson, Sandra Guiry, Gregory Jack18 June 2020

© Ipsos | The Path Forward – Managing Reputation in the Time of Covid3 ‒3 ‒ © Ipsos | The Path Forward – Managing Reputation in the Time of Covid

• Reputation trends pre-COVID• The impact of COVID-related

comms & actions• Considerations for re-

organizing or pivoting your CSR initiatives post-COVID

• Principles for an effective CSR strategy

• Final thoughts and discussion

© Ipsos | The Path Forward – Managing Reputation in the Time of Covid4 ‒4 ‒ © Ipsos | The Path Forward – Managing Reputation in the Time of Covid

1.Reputation trends pre-COVID

© Ipsos | The Path Forward – Managing Reputation in the Time of Covid5 ‒

SOCIALRESPONSIBILITY

CARES ABOUTWELLBEING OFCONSUMERS

ETHICALBUSINESS

PRACTICES

TRUSTWORTHINESS

CONTEXT: REPUTATIONS STABLE TO SLIGHTLY IMPROVING Reputation Trends Pre-COVIDYoY Change in Score, Aggregate All Organizations

Source: Ipsos Context Reputation

INCREASED

REMAINED STABLE

DECREASED

INCREASED INCREASED INCREASED

REMAINED STABLE

REMAINED STABLE

REMAINED STABLE

DECREASED DECREASED DECREASED

© Ipsos | The Path Forward – Managing Reputation in the Time of Covid6 ‒

CONTEXT: VARIATION AMONG AND WITHIN SECTORS ON CSREFFORTS

Source: Ipsos Global Reputation Monitor

HIGHEST SCORE LOWEST SCOREAVERAGE

37%34%

31%34%

25%

33%29% 31% 33%

60%66% 68%

73%70%

66%72%

58%61%

42% 45% 45% 48% 49% 49% 50% 51% 53%

Mining,Oil & Gas

Airlines Telcos Food& Bev

Finance Pharma CPG Auto Tech

Social Responsibility Performance in 2019 by Sector- Showing Range of Scores -

© Ipsos | The Path Forward – Managing Reputation in the Time of Covid7 ‒

CANADIAN EXCEPTION

© Ipsos | The Path Forward – Managing Reputation in the Time of Covid7 ‒

Source: Ipsos Context Now

7 ‒ © Ipsos | The Path Forward – Managing Reputation in the Time of Covid

GLOBAL PUBLIC CONCERNS

© Ipsos | The Path Forward – Managing Reputation in the Time of Covid8 ‒8 ‒ © Ipsos | The Path Forward – Managing Reputation in the Time of Covid

BUSINESS LEADERSARE OVERTAKING POLITICIANSAS A FORCEFOR PROGRESSIVE CHANGEIN THE WORLD

57%

Source: Ipsos Reputation Council

© Ipsos | The Path Forward – Managing Reputation in the Time of Covid9 ‒ © Ipsos | The Path Forward – Managing Reputation in the Time of Covid9 ‒

COVID comes to Canada

© Ipsos | The Path Forward – Managing Reputation in the Time of Covid10 ‒10 ‒ © Ipsos | The Path Forward – Managing Reputation in the Time of Covid

2.The impact of COVID related CSR comms & actions

© Ipsos | The Path Forward – Managing Reputation in the Time of Covid11 ‒11 ‒

© Ipsos | The Path Forward – Managing Reputation in the Time of Covid12 ‒12 ‒ © Ipsos | The Path Forward – Managing Reputation in the Time of Covid

feel large companies and organizations did something to support employees, consumers and communities by changing how they operate or by funding charities/community groups

95%

Source: Ipsos Context Reputation

© Ipsos | The Path Forward – Managing Reputation in the Time of Covid13 ‒

CONSUMERS ARE PAYING CLOSE ATTENTION

© Ipsos | The Path Forward – Managing Reputation in the Time of Covid13 ‒

Source: Ipsos Context Reputation

40%recall COVID related communications from

specific corporations

On average 62%Highest

31%Lowest

© Ipsos | The Path Forward – Managing Reputation in the Time of Covid14 ‒

THOSE AWARE OF COMMUNICATIONS RATE ORGANIZATIONS MORE POSITIVELY

+24% ptsSocial Responsibility

Average "Lift" provided to key reputation metrics

+26% ptsEthical Business Practices

+25% ptsCares about Consumer Wellbeing

+27% ptsTrustworthiness

Did these efforts stick?

Average performance on key reputation metrics are significantly higher among those who recall company communication regarding the COVID-19 situation than those who did not.

Source: Ipsos Context Reputation

© Ipsos | The Path Forward – Managing Reputation in the Time of Covid15 ‒

IMPRESSIONS ROSE, BUT WERE NOT SUSTAINED

Key Reputation Metrics Tracked Amidst COVIDW

HO d

ecla

res

pand

emic

40%

45%

50%

55%

60%

MAR 20-23 APR 3-7 APR 17-20 MAY 1-4 MAY 15-18 MAY 29-Jun 1

Ethical Business PracticesSocial Responsibility

Cares about Consumer Wellbeing

Trustworthiness

Why couldn’t these increases be sustained?

Source: Ipsos Context Reputation

© Ipsos | The Path Forward – Managing Reputation in the Time of Covid16 ‒

MANY BELIEVE CSR EFFORTS ARE AT LEAST PARTLY SELF-INTERESTEDAssessment of Motivations Behind COVID Comms and Actions

31%

26%

31%

33%

35%

33%

20%

22%

19%

16%

16%

16%

Employees

Consumers

Community

GENUINE(Completely/Mostly)

MIX(Genuine & Self Interest)

SELF INTEREST(Completely/Mostly)

DON’T KNOW

Source: Ipsos Context Reputation

Perception of the money and effort large organizations have put forth during the Covid-19

© Ipsos | The Path Forward – Managing Reputation in the Time of Covid17 ‒

CSR EFFORTS NEED TO BE GENUINE TO HAVE IMPACT

Positive Performance of Covid Efforts by Impression of the Motivation Behind it- Showing % Indicating Excellent/Very Good/Good -

85% 82% 81%

65% 65%58%

31%

42%36%

20%

40%

60%

80%

100%

EMPLOYEE CONSUMER COMMUNITYSource: Ipsos Context Reputation

Believe motivations were a mix of genuine and self-interested

Believe motivations were genuine

Believe motivations were self-interested

© Ipsos | The Path Forward – Managing Reputation in the Time of Covid18 ‒18 ‒ © Ipsos | The Path Forward – Managing Reputation in the Time of Covid

3. Considerations for re-organizing or pivoting your CSR initiatives post-COVID

© Ipsos | The Path Forward – Managing Reputation in the Time of Covid19 ‒

How large organizations in Canada can be most helpful in supporting their EMPLOYEES

HELPING EMPLOYEES: EQUAL CONSIDERATION FOR HEALTH & SAFETY, FLEXIBILITY AND A LIVING WAGE

28%

27%

26%

8%

6%

6%

Exceeding Health & Safety standards

Expanding flexible work arrangements

Ensuring liveable wage w/benefits

Strengthening protocols to address climate change

Improving leadership programs to ensure greater diversity

Strengthening ethics programs to protect whistle-blowers

19 ‒ © Ipsos | The Path Forward – Managing Reputation in the Time of Covid Source: Ipsos Context Reputation

© Ipsos | The Path Forward – Managing Reputation in the Time of Covid20 ‒

47%

28%

25%

How large organizations in Canada can be most helpful in supporting CONSUMERS

FOR CONSUMERS: GREATER FOCUS ON HEALTH AND SAFETY

Exceeding Health & Safety standards

Expanding service options (contactless payment/delivery)

Strengthening customer service programs where the price or payment schedule are scaled to a customer’s financial circumstances

Source: Ipsos Context Reputation

© Ipsos | The Path Forward – Managing Reputation in the Time of Covid21 ‒

29%

28%

20%

13%

10%

How large organizations in Canada can be most helpful in supporting COMMUNITIES

HELPING COMMUNITIES: DOMESTIC SUPPLY CHAIN, SOCIAL PROGRAMS /POVERTY REDUCTION

Expanding domestic production/supply chain

Supporting lower-income and racialized communities

Ensuring sustainable & fair practices in third-worldcommunities where they operate

Strengthening environmental standards

Increasing philanthropy & funding for charities/community groups

21 ‒ © Ipsos | The Path Forward – Managing Reputation in the Time of Covid Source: Ipsos Context Reputation

© Ipsos | The Path Forward – Managing Reputation in the Time of Covid22 ‒22 ‒ © Ipsos | The Path Forward – Managing Reputation in the Time of Covid

Source: www.ctvnews.ca

© Ipsos | The Path Forward – Managing Reputation in the Time of Covid23 ‒23 ‒ © Ipsos | The Path Forward – Managing Reputation in the Time of Covid

4. Principles for an effective CSR strategy

© Ipsos | The Path Forward – Managing Reputation in the Time of Covid24 ‒

More than half of global communications leaders say their consumers expect them to take a stand on socio-political issues, against a quarter who disagree.

CORPORATIONS INCREASINGLY BELIEVE THE IMPORTANCE OF TAKING A STAND

23%

56%

Source: Ipsos Reputation Counci

Agree

Disagree

© Ipsos | The Path Forward – Managing Reputation in the Time of Covid25 ‒25 ‒ © Ipsos | The Path Forward – Managing Reputation in the Time of Covid

KEY PRINCIPLES

AUTHENTICITY CREDIBILITY EFFECTIVENESS

• Utilize business know -how to drive change

• Focus on business value chain

• In-line with company mission and brand

• Co-creation with partners and interest groups

• Alignment with external realities

• Generate goodwill amongst consumers, employees, and public

• Create social change• Drive business sustainability

Source: Ipsos Global Reputation Monitor and Reputation Council

© Ipsos | The Path Forward – Managing Reputation in the Time of Covid26 ‒

CONVERGENCE OF CITIZEN & CONSUMERS WILL ACCELERATE NEED FOR AUTHENTIC, CREDIBLE AND EFFECTIVE CSR

CONSUMER

Purchase decisions

Brand perceptions

Political & Social activism

Personal actionsCITIZEN

© Ipsos | The Path Forward – Managing Reputation in the Time of Covid27 ‒

ENHANCEMENT OF ROLE OF BUSINESSES IN SOCIETY

It would be greatly encouraging to see a lasting recalibration of business with society where companies play a more hands-on role in helping to tackle real

societal need, as we have been seeing through the pandemic.

What is clear is that those companies that are not doing the right thing and being good corporate citizens can expect longer term negative

implications on their businesses and reputations.

– Council member

Source: Ipsos Reputation Counci

© Ipsos | The Path Forward – Managing Reputation in the Time of Covid28 ‒

POINTS TO LEAVE YOU WITH

Consider diversifying CSR

Climate change deferred

Authenticity and credibility

Racism now a key component

Action is the new price of entry

28 ‒ © Ipsos | The Path Forward – Managing Reputation in the Time of Covid

© Ipsos | The Path Forward – Managing Reputation in the Time of Covid29 ‒

Q&A

© Ipsos | The Path Forward – Managing Reputation in the Time of Covid30 ‒

UP NEXT

See you then.

Understanding Emerging Consumer Behaviour June 23rd

Naumi HaqueSenior Vice PresidentMarket Understanding & Strategy