Global Issues Index

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Global Issues Index
December 4, 2006
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What issues keep people up at night?

• Burson-Marstellers Global Issues Index
• Identifies emerging issues
• Better connects business leader concern to those
  that affect the general public
• Differentiates media and political issues from
  issues of day-to-day concern to stakeholders
• Refocus resources on those areas that can help
  businesses establish strongholds with customers,
  employees, influencers and the world at-large
• Opinions expressed by almost 4,500 people in 9
  countries about more than 150 issues in 9
  categories

Consumers only Business Elites only
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Methodology

• Burson-Marsteller and polling partner Penn,
  Schoen-Berland surveyed
• 2,745 general public
• 1,627 business elites
• Public respondents were evenly split between men
  and women
• Majority of public were between ages 18-44 with
  income levels below 75K (USD)
• Two-thirds of business elite responders were men
  and under the age of 44 with almost half
  reporting income levels of 100K (USD)

• Participating countries include Brazil, France,
  Germany, Japan, Mexico, South Korea, Sweden, UK
  and US
• Categories explored
• Corporate Governance
• Demographics
• Energy
• Environment
• Food, Beverage Nutrition
• Geopolitical
• Healthcare
• Privacy
• Technology

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The Results
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Business Leaders Are Missing Opportunities

• Current World-focused corporate initiatives
  primarily focused on
• Education
• Energy
• Environment
• Healthcare in underdeveloped countries
• Disease research
• World-focused initiatives tied very tightly to
  sustainability objectives, CSR objectives
• Little separation between business objectives and
  issues taken on by corporations
• Gaping areas of need real opportunities

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The public is concerned with healthcare, identity
theft and food costs

• Healthcare costs
• Identity theft
• Cost of foods
• Alternative fuel sources
• Hackers
• New Automotive Technologies
• Healthcare Benefits
• Advanced Medical Care Technology
• Clean Water
• Infectious Disease Treatments

69. Labor Issues in food/ alcohol industry 70.
Radio emissions from electronics 70. Right Wing
Politics 72. Food Safety on airplanes/ trains 73.
Population Shrinkage 74. Emigration for jobs 75.
Foreign Student Education 76. Left Wing
Politics 77. Immigrant workers in food
industry 78. Moving to avoid natural disasters
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Globally, the most vulnerable care the most

• Women, seniors and low income earners rate every
  issue category higher than their counterparts

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Women and people with low income care about the
cost of food, healthcare, identity theft
84
85
83
84
77
75
82
81
76
Cost of foods
Ability to pay for healthcare or medications
Identity theft
women
lower income
general population
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Alternative fuel sources join healthcare and cost
of food as critical to seniors
Percentage Scale 0-100
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Business Leaders
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Technology issues are of greatest concern to
business leaders worldwide

• Cost of technology
• Affordability of technology to remain
  competitive
• Hackers
• Cost of Energy
• Using technology to reach customers
• Solutions to storing company data
• Technology solutions to improve workplace
• Technology solutions to enhance reputation
• Appropriate employee behavior
• Increasing healthcare costs

• Government legislation of underage drinking
• Rise of left wing politics
• 82. Labor issues in food/alcohol industry
• 83. Retailers selling environmentally friendly
  packaged foods
• 84. Rise of right wing politics
• 85. Mass organic food retailers
• 86. Restrictions on marketing practices
• 87. Job losses due to immigrant workers
• 88. Layoffs due to natural disaster
• 89. Immigrant workers in the food industry

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The publics priorities differ from business
leaders
Public Top 10
Business Top 10
1. Cost of technology 2. Affordability of
technology to stay competitive 3. Hackers 4. Cost
of Energy 5. Using technology to reach
customers 6. Solutions to storing company
data 7. Technology solutions to improve
workplace 8. Technology solutions to enhance
reputation 9. Appropriate employee
behavior 10. Increasing healthcare costs

• Healthcare costs
• Identity theft
• Cost of foods
• Alternative fuel sources
• Hackers
• New Automotive Technologies
• Healthcare Benefits
• Advanced Medical Care Technology
• Clean Water
• Infectious Disease Treatments

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Industry Sector
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While data storage and privacy are top concerns
business leaders in Education, Engineering and
Financial Services rate hackers as their biggest
concern
64
62
62
60
60
58
55
Data Storage Solutions
Media/ Publishing
Financial Services
Education
Aerospace
Automotive
Construction/ Real Estate
Engineering
58
56
53
51
Hackers Breaking into Company Networks
Construction/ Real Estate
Healthcare/ Pharma
Aerospace
Professional/ Legal
Percentage Scale 0-100
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The cost and affordability of technology to
remain competitive is the number one concern of
five industry sectors
61
60
57
56
54
52
Cost of Technology
68
62
61
57
56
56
50
Aerospace/ Defense
Automotive
Professional/ Legal
Technology/ Telecom
Fashion/ Textile
Manufacture
Affordability of Technology to Remain Competitive
Fashion/ Textile
Financial Services
Media/ Publishing
Education
Healthcare/ Pharma
Technology/ Telecom
Engineering
Percentage Scale 0-100
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Energy costs and their impact on profit is the
leading concern for Construction/Real Estate,
Food/Beverage and Travel/Tourism
72
63
61
60
58
57
Construction/ Real Estate
Fashion/ Textile
Food/ Beverage
Manufacturing
Media/ Publishing
Travel/ Tourism
Percentage Scale 0-100
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Government regulations are most likely to be of
concern to Healthcare/Pharmaceutical and
Food/Beverage industries
61
58
Healthcare/Pharma
Food/Beverage
Government passing
Government health
healthcare costs to
and safety regulations
employees
on food alcohol
Percentage Scale 0-100
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Regional differences exist amongst the public
with the public in Latin Americanrating all
issues with a higher degree of concern

• Asians are much less concerned about most issues

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Differences in rankings reflect cultural as well
as societal differences

• 1. Cost of foods
• 2. Healthcare costs
• 3. New automotive technologies
• 4. Alternative fuel sources
• 5. Clean water
• 6. Hackers
• 7. Identity theft
• 8. Infectious disease treatments
• 9. Nutrition and ingredients in food
• 10. Terrorists control of public infrastructure

1. Aging population 2. Healthcare
costs 3. Personal videos/pictures posted
online 4. Alternative fuel sources 5. New
automotive technologies 6. Hackers 7. Healthy
lifestyle 8. Health Benefits 9. Natural disaster
preparedness 10. Identity theft
ASIA
EUROPE

• 1. Identity theft
• 2. Healthcare costs
• 3. Cost of foods
• 4. Healthcare Benefits
• 5. Hackers
• 6. Alternative fuel sources
• 7. Aging population
• 8. Clean water
• 9. Nutrition and ingredients in food
• 10. Threats to food supply from terrorism

• 1. Healthcare costs
• 2. Advanced medical care technology
• 3. Health Benefits
• 4. Cost of foods
• 5. Identity theft
• 6. New automotive technologies
• 7. Clean water
• 8. Hackers
• 9. Healthy lifestyle
• 10. Alternative fuel sources

USA
LATAM
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Some issues cut across borders
Global Importance (4 regions)
Global Importance (3 regions)
Healthcare costs Alternative fuel sources
Hackers Identity theft
Cost of foods Health benefits Clean water New
automotive technologies
Regional Importance (1 region)
Europe Infectious disease treatments Terrorist
control of infrastructure
Asia Personal videos/pictures online Natural
disaster preparedness
United States Threats to food supply from
terrorism
Latin America Advanced medical care technology
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Issues currently off the public radar
69. Anti-Americanism 70. Competition for jobs
71. Job security 72. Right wing
politics 73. Left wing politics 74. Labor issues
in food/alcohol industry 75. Emigration 76. Immigr
ant workers in food industry 77. Foreign student
education 78. Moving to avoid natural disaster
69. Labor issues in food/alcohol
industry 70. Employers monitoring virtual
community sites 71. Counterfeit
medications 72. Economic expansion in emerging
markets 73. Food safety on airplanes/trains 74. Fo
reign Student Education 75. Left Wing
politics 76. Immigrant workers in food
industry 77. Anti-Americanism 78. Moving to avoid
natural disaster
ASIA
EUROPE
69. Population shrinkage 70. Left wing politics
71. Economic expansion in emerging
markets 72. Islamic fundamentalism 73. Moving to
avoid natural disaster 74. Food safety on
airplanes/trains 75. Foreign student
education 76. Anti-Americanism 77. Right wing
politics 78. Immigrant workers in food industry
69. Availability/cost organic foods 70. Dominance
of large food retailers 71. Food Safety on
airplanes/ trains 72. Right wing
politics 73. Immigrant workers in food
industry 74. Employers monitoring virtual
community sites 75. Emigration 76. Left Wing
Politics 77. Mass organic food retailers 78. Popul
ation shrinkage
LATAM
USA
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Politics and policy issues weigh less on the
minds of the public
Least important 4 regions
3 Regions
Left wing politics Immigrant workers in food
industry
Moving to avoid natural disaster Food safety on
airplanes/trains Foreign student education
Anti-Americanism Right wing politics
Regional Importance (1 region)
Europe Counterfeit medications
Asia Competition for jobs Job security
Latin America Islamic fundamentalism
United States Availability/cost organic foods
Dominance of large food retailers Mass organic
food retailers
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Business leaders also demonstrate regional
differences
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In most markets, technology is the driver for
business leaders but in the USA, healthcare trumps

• 1. Hackers
• 2. Costs of Energy/Impact Profit
• 3. Affordability of Technology to Stay
  Competitive
• 4. Storing Company Data
• 5. Technology to Reach Customers
• 6. Technology Solutions to Improve Workplace
• 7. Cost of Technology
• 8. Energy Conservation Technologies
• 9. Technology to Enhance Reputation
• 10. Maintaining a Competitive Edge

• 1. Appropriate Employee Behavior
• 2. Storing Company Data
• 3. Affordability of Technology to Stay
  Competitive
• 4. Cost of Energy/Impact Profit
• 5. Economic Expansion in Emerging Markets
• 6. Business Secrets on Internet
• 7. Technology Solutions to Improve Workplace
• 8. Inappropriate Internet Behavior
• 9. Hackers
• 10. Cost of Technology

ASIA
EUROPE

• 1. Healthcare Costs
• 2. Cost of Technology
• 3. Cost of Energy/Impact Profit
• 4. Hackers
• 5. Technology to Reach Customers
• 6. Affordability of Technology to Stay
  Competitive
• 7. Impact of Energy Costs
• 8. Storing Company Data
• 9. Appropriate Employee Behavior
• 10. Health Issues of Aging Workforce

• 1. Cost of Technology
• 2. Technology to Enhance Reputation
• 3. Affordability of Technology to Stay
  Competitive
• 4. Technology to Reach Customers
• 5. Technology Solutions to Improve Workplace
• 6. Cost of Energy/Impact Profit
• 7. Hackers
• 8. Appropriate Employee Behavior
• 9. Sustaining Innovation
• 10. Managing Impact of Brownouts/Power Outages

LATAM
USA
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Cost, technology and governance dominate the
global business agenda
Global Importance (4 regions)
Global Importance (3 Regions)
Storing company data Technology solutions to
improve workplace Appropriate employee behavior
Technology to reach customers
Affordability of technology to remain
competitive Cost of energy/impact profit
Hackers Cost of technology
Regional Importance (1 region)
Europe Energy conservation technology Maintaining
a competitive edge
Asia-Pacific Economic expansion in emerging
markets Business secrets on internet
Inappropriate internet behavior
Latin America Sustaining innovation Managing
impact of brownouts/power outages
United States Healthcare costs Impact of energy
costs Health issues of aging workforce
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Environment and cost of food are major areas of
disconnect between business leaders and the public
80. Mass Organic Food Retailers 81. Dominance of
Large Food Retailers 82. Education System of
Developing Nations 83. Labor Issues in
Food/Beverage Industry 84. Job Losses to
Immigrant Workers 85. Cost of Food 86. Layoffs
Due to Natural Disaster 87. Right Wing
Politics 88. Immigrant Workers in Food
Industry 89. Left Wing Politics
80. Retailers Selling Environmentally Friendly
packaged foods 81. Layoffs Due to Rising Health
Care Costs 82. Pharma Companies Protecting
Intellectual Property Rights 83. Taxes on
Food/Alcohol 84. Anti-American Sentiments 85. Mass
Organic Food Retailers 86. Labor Issues in
Food/Beverage Industry 87. Left Wing
Politics 88. Restrictions on Marketing Practices
89. Layoffs due to Natural Disaster
EUROPE
ASIA
80. Providing for Growing Populations 81. Conservi
ng Energy while Packaging Food 82. Layoffs due to
Natural Disaster 83. Dominance of Large Food
Retailers 84. Food Labeling Requirements 85. Job
Losses to Immigrants 86. Mass Organic Food
Retailers 87. Labor issues in Food/Beverage
Industry 88. Retailers Selling Environmentally
Friendly Packaged Foods 89. Restrictions on
Marketing Practices
80. Mass Organic Food Retailers 81. Pharmaceutical
Companies Protecting Intellectual Property
Rights 82. Job Losses to Immigrant
Workers 83. Nuclear Power as Alternative
Energy 84. US Military Dominance 85. Right Wing
Politics 86. Immigrant Workers in Food
Industry 87. Anti-American Sentiments 88. Nuclear
Proliferation Treaties 89. Islamic Fundamentalism
USA
LATAM
27
Business leaders can better align their
investments to match public interest
they are missing opportunities to communicate,
provide services and grow!
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Business leaders focus on data security for
business and identity theft for marketing
differentiation but do not address the totality
of identity theft

• The Public is Concerned with
• Identity theft (76)
• Ability for hackers to break into personal
  computers (74)
• Terrorists to use technology to gain control of
  our public infrastructure (66)
• Videos of consumers or their families being
  posted on the Internet w/o their knowledge (65)

• Business Leaders are Concerned with
• Ability for hackers to break into company
  computer systems (53)
• Improved solutions for backing up and storing
  company data (50)

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The publics call for clean water is largely
unheard by business leaders with the exception
of those who bottle water

• Public is Concerned with
• Ability of countries to provide clean water for
  citizens (70)
• Greenhouse gas effects on the environment (64)

• Business Leaders are Concerned with
• Costs of energy and impact on profit (53)

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Public is focused on new technologies that
conserve energy for their personal needs.

• Business Leaders are Concerned with
• Costs of energy and its impact on profit (53)
• Approaches to accommodate increased energy costs
  and their impact on employees (46)
• Identifying new technologies to conserve energy
  and preserve the environment (46)
• Increasing flexible work opportunities to reduce
  dependence on oil and reduce the amount of carbon
  dioxide emissions from cars in the environment
  (41)

• Public is Concerned with
• Alternative fuel sources for homes and cars (75)
• Identifying new automotive technologies to
  conserve energy, reduce prices, reduce dependency
  on foreign energy, and preserve the environment
  (74)

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Business leaders view innovation as technology
and the public wants it for health and wellness

• Business Leaders are Concerned with
• Increasing healthcare costs requiring the
  government or employers to pass on a greater
  share of the healthcare costs to employees (47)
• Health issues associated with an aging workforce
  (41)

• Public is Concerned with
• Affording healthcare and medicine (77)
• Health benefits (73)
• Access to advanced medical care and technology
  (70)
• Medicines to alleviate or prevent new diseases
  (64)

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So, what does this mean?
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Strategic implications

• Big areas of opportunity
• Hunger/Cost of food
• Privacy/Identity protection
• Environment beyond sustainability
• Access to affordable healthcare
• Access to health-saving technologies
• Gap between public and business elites can be
  closed through common solutions
• Enhancing privacy protects ones family and the
  same solutions can protect a businesses
  competitive edge
• Businesses and individuals need to do more to
  influence national agendas
• Government agendas are heavily dominated by
  security issues and war not issues of greatest
  concern to the public and business
•  

• Media is not the only driver of issues awareness
  among the public
• Personal experience
• Word-of-mouth
• Imagination
• CSR can go beyond a companys vertical
• Technology solutions are not the only opportunity
  open to technology companies
• Think about verticals that customers operate
  within and the publics care about

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How Burson-Marsteller can help?

• Deep dive into the research
• By business
• By industry
• By topic
• By region
• Personalized gap analysis
• Where does your business focus match-up with your
  publics concerns
• What We Say Today Audit
• Evaluate current communications to see how it
  resonates in light of stakeholder issues
• Flex communications to let it better fill the
  gap

• Strategic planning and counsel on critical issues
• Ongoing monitoring of issues that you think are
  important
• Is your focus in the right place?
• Communicating your position on key issues of
  concern
• Identifying the opportunities
• Identifying the critical stakeholders
• Shaping the message
• Delivering the message through appropriate
  channels
• Beyond PR/PA
• Training
• Recruitment
• Community engagement

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Global Issues Index
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Global Issues Index