The New Report Sets out a Framework for
Corporations to Follow in the APAC Region to Act More Relevantly
and Authentically to Meet the Local Needs of the Population
HONG
KONG, Feb. 1, 2023 /PRNewswire/
-- FleishmanHillard's Research and Analytics practice, TRUE
Global Intelligence™ today launched DE&I Decoded: APAC, a
comprehensive report focused on Asia
Pacific consumer perceptions and needs regarding diversity,
equity and inclusion (DE&I). The report showcases the need for
organizations to drastically rethink the way they are engaging with
stakeholders and provides a guide for brands that want to act more
relevantly and authentically to meet the needs of stakeholders in
the region.
"We've long known that DE&I is not a monolith in the
Asia Pacific region, but with this
new data we've gained the richest detail we've ever seen about what
matters to which populations," said Lynne
Anne Davis, Asia Pacific
regional president, FleishmanHillard. "From diversity of gender and
religion to equity in important economic issues like housing and
income, DE&I doesn't look the same in any two markets in the
region. It's really important to understand these differences as a
brand and as an employer to be able to deliver on these values with
a range of stakeholder groups."
The DE&I Decoded: APAC research found:
- DE&I is important in APAC. Definitions may differ by
market, but APAC respondents expect topics, including race,
ethnicity and gender to be a central consideration in all
communications and business strategies. Fifty-one percent of
respondents agreed in the importance of "making people with
different backgrounds more included in society" versus only 11% who
preferred to keep the current societal structures.
- Economics are a major factor in facilitating change.
Across Asia the population is
active in advocacy, with 84% noting that they advocate for at least
one issue. Economic issues including economic status, employment
status and income top the list, followed by more commonly
recognized DE&I topics like gender, social status / class,
cultural background and religion.
- Taking decisive action counts. Organizations taking
actions on DE&I are being prioritized over those without
commitments or plans in APAC today. Ninety-four percent of
respondents cited at least one action that companies could take to
showcase an authentic commitment to DE&I.
"What we saw in the data is a unique lexicon for DE&I that
stakeholders across the business world, governments and beyond can
use to build a more equitable and inclusive society," said
Leela Stake, FleishmanHillard
FH4Inclusion lead and co-lead for the True MOSAIC DE&I
practice. "While the language used to discuss these topics differs,
the need for change is high. Especially when it comes to the
elements needed for all to build a better life – education, income
and safety. We saw respondents actively taking a stand and pushing
for change in these areas."
Steps organizations need to take around DE&I in
APAC:
- Communicating about DE&I. APAC consumers (90%)
expect companies to act and communicate about DE&I; however
only 3% of respondents noted that they remember getting information
on the topic from their employers.
- Defining the strategy with actions and goals. Meaningful
action starts with a plan and actionable goals. They can be modest
to start, but require commitment, communication and
transparency.
- Prioritizing dialogue and education. Rather than one-way
communication, organizations need to engage in conversation around
DE&I topics and invest in additional training and education.
Thirty-six percent of respondents expect employee training on the
topic and 83% expect companies to have a DE&I leader.
- Customizing communications by market. While there's
temptation to send a single communication, language used to discuss
DE&I varies greatly by market. Communications and plans need to
be tailored for each market and speak to the elements of their
global DE&I strategy that resonate in that market.
"The DE&I Decoded: APAC study's results speak to how high
the demand is for brands to take actions related to DE&I," said
Michael Rinaman, managing director
of TRUE Global Intelligence in APAC and global analytics lead at
FleishmanHillard. "Even though priorities are different depending
on the population you're speaking with, people in the Asia Pacific region overwhelmingly call for
action from governments and from companies to improve society. This
may come through training and education, or it may come through
DE&I leaders in the region making discrete, actionable plans to
improve their organizations and workplaces."
Research for DE&I Decoded: APAC was conducted by TRUE Global
Intelligence, FleishmanHillard's in-house research and analytics
practice, with survey fielding occurring from September 16-27, 2022. The report is based on a
survey of 5,106 people across the APAC region, including population
weighted samples for Australia,
China, Hong Kong S.A.R.,
India, Indonesia, Japan, Korea, Philippines, Singapore and Thailand. It revealed the unique needs of each
market, along with compelling data regarding emerging trends in the
region, information about where people consume information about
DE&I and how economic equity influences action.
About
FleishmanHillard
FleishmanHillard specializes
in public relations, reputation management, public affairs, brand
marketing, digital strategy, social engagement and content
strategy. FleishmanHillard was named
2021 PRovoke Global Agency of the Year, 2021
ICCO Network of the Year, 2021 Campaign Global PR Agency of
the Year, 2022 PRWeek U.S. Agency of the Year and
Outstanding Extra-Large Agency of the Year; 2021 PRovoke
APAC Consultancy of the Year; 2021
PRWeek UK Large Consultancy of the Year; Human
Rights Campaign Best Places to Work for LGBTQ Equality
2018-2021; and to Seramount's (formerly Working Mother
Media) "Top Companies for Executive Women" list 2010-2021.
FleishmanHillard is part
of Omnicom Public Relations Group, and
has nearly 80 offices in more than 30 countries, plus affiliates in
45 countries.
About Omnicom Public Relations
Group
Omnicom Public Relations Group is
a global collective of three of the top global public relations
agencies worldwide and specialist agencies in areas including
public affairs, language strategy, global health strategy and
change management. As the largest group of communications
professionals in the world, our employees provide expertise to
companies, government agencies, NGOs and
nonprofits across a wide range of industries.
Omnicom Public Relations Group delivers for
clients through a relentless focus on talent, continuous pursuit of
innovation and a culture steeped in collaboration.
Omnicom Public Relations Group is part of the
Communications Consultancy Network, a division
of Omnicom Group Inc. (NYSE:
OMC).
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