Young people perception of business leaders handling of issues like climate change
Tutor / director / evaluatorBlomgren, Henrik
Document typeMaster thesis (pre-Bologna period)
Rights accessRestricted access - confidentiality agreement
Kreab is a strategic communication consultancy specialized in corporate and financial communication and public affairs. The business leadership in the energy shift and climate change age is an issue which concerns the company in order to have useful information that can help its customers. This field can be studied with different perspectives such as security of countries, energy strategies, politician affairs... However, this Master Thesis is focused on the European young generation’s perception of the big companies in terms of how they work eco-efficiency and which is their behaviour towards climate change issues. Hence, this study is based on an exploratory online survey spread by Facebook and Google Groups. Young Europeans from different countries, with a higher percentage of Spanish people, provide us with their perceptions about ecoefficiency of companies as well as the knowledge they have about them. In this sense, new methodologies when analyzing data differing from Spanish and non-Spanish participants have been developed, offering new tools for perception-knowledge studies. Two existing sustainable indexes have been used to evaluate both, responder perceptions about eco-efficiency of companies and new methodology: the 100 Global and Dow Jones Sustainability Indexes (DJSI). Hence, an ecoRanking built by eco-friendly answers from voters has lead to the conclusion that participants with a better eco-friendly lifestyle have a better perception of companies in terms of who they work eco-efficiency. In addition, a correlation has been detected between company sustainability perceptions and knowledge that voters have about these companies in the Financial, Pharmaceutical and Telecommunication sectors. On the other hand this correlation is nonexistent in the Automobile and Airline sectors. Another result from this Master Thesis is that participants who answered “yes” to the question “Would you like to lead a company in the future?” are better informed about companies than those who answered “no”. Besides, female tell us to have more knowledge about Customer Discretionary and Retail sectors (H&M, Mango, Benetton, Inditex,...); whereas men tell us to be better informed about Automobile, Energy, Telecommunication and Financial sectors (Volkswagen, Mercedes-Benz, Vodafone, Renault,...). Finally, excepting young Europeans with remarkable eco-friendly lifestyles, people do not know what companies do in eco-efficiency. Hence, companies which work eco-efficiency prove it by being in sustainable Indexes. Nevertheless, to be eco-efficient is not enough due to be perceived as an ecoefficient company in needed nowadays. To conclude, companies that are not assumed as eco-efficient should communicate people what they actually do in eco-efficiency. On the other hand, companies perceived as eco-efficient but not included in sustainable Indexes should improve their eco-efficient work in order to face up the more eco-friendly lifestyle trend, which will imply more accurate perception of companies in terms of how they work eco-efficiently.
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