Internet 'key resource' for info on company values

The internet is perceived as a key resource in terms of offering information on company and brand values, it has been suggested.

According to research by GfK Roper Public Affairs for MS&L Worldwide that may highlight a need for a greater focus on internet marketing, half of global consumers see the web as important for the purpose of finding out more about brand values.

More than 6,000 consumers from the US, the UK, France, Italy, Sweden and China were polled in the survey, which revealed that six in ten American respondents believed they could find information on corporate values via blogs and message boards, with the equivalent UK figure being 45 per cent.

Mark Hass, chief executive of MS&L Worldwide, said: "Talking to executives about values and mission statements is relatively common, but asking consumers about their perspectives on what values companies should have is relatively rare."

Despite these findings, a recent survey by Forrester Research indicated that few consumers believe company blogs are trustworthy, with most preferring to rely on emails from people they know.