Weber Shandwick: More making decisions faster

Global - The speed of decision-making among global consumers has accelerated in recent years, according to public relations firm Weber Shandwick's new consumer research report, ‘New Wave of Advocacy'.

The global survey identifies advocates among consumer groups that actively support and undermine brands, causes and issues.

"In a challenging and rapidly changing business environment, companies and organisations need to engage stakeholders in new and creative ways," Weber Shandwick chairman Jack Leslie said. "Advocates play a significant role in meeting this need as they affect the court of public opinion at Internet speed. They forge emotional bonds and higher levels of engagement that help attract new customers, earn support for issues and causes, spread word-of-mouth, and strengthen brand loyalty."

Amongst other things, the study found that the most vital advocates are the ‘High-Intensity Advocates' who represent just nine percent of all global consumers, and that advocacy is more common in Asia and Europe than in the US. In Asia and Europe, advocates tend to be influenced by environmental and social causes than their counterparts in the US, with these regional differences presenting opportunities as well as challenges for multinational marketers who want to communicate their messages more broadly to global audiences.

The survey also revealed that both traditional and new media play critical roles in forming advocates' opinions.

Weber Shandwick surveyed 583 consumers across nine countries (Singapore, Australia, China, Japan, Germany, Italy, Spain, U.K. and US) for the study.