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APCO Releases Ground-Breaking Study of Chemical Industry’s Reputation Across United States and Europe

BASF, Bayer, Dow Chemical, Dow Corning, DuPont Rank Highest

Washington, D.C.  (May 18, 2015) – APCO Worldwide today released the findings of its first State of the Chemical Industry Study, utilizing the firm’s proprietary Return on Reputation (ROR) Indicator model to assess the key factors that make up the reputation of the chemical industry across the United States and in six European markets.

The study finds that the ability to improve the quality of consumers’ lives and to drive economic success are among the key factors that separate top companies from their peers. The top five ranked chemical companies (in alphabetical order) are:

  • BASF
  • Bayer
  • Dow Chemical
  • Dow Corning
  • DuPont

“Our study takes an in-depth look at what lies behind overall perceptions,” said Katie Sprehe, director of reputation research and strategy at APCO Insight, based in Washington, D.C. “The analysis shows that top companies are particularly well-rated on how their products improve quality of life and overall economic contributions through the creation of highly skilled jobs. There is considerable potential to articulate the story about how these companies enhance the lives of literally billions around the world on a daily basis.”

Chris Levy, director of APCO Insight in Europe, added, “Our analysis shows there is a tangible reputational pay-off for companies if they can get their communication right. The stronger a company’s reputation, the more likely opinion leaders are to act as advocates – be that on social media or in more traditional forums. Companies should focus on the positive narrative, but not forget to address the most important stakeholder concerns, for example issues around water use.”

The study measured overall favorability toward the leading 20 chemical companies, with the firms then being ranked accordingly. The survey also measured performance on five key drivers of reputation:

  • Safety
  • Innovation & Competitiveness
  • Engagement
  • Environment
  • Governance

The study was conducted by APCO Insight, the opinion research consultancy at APCO Worldwide, and is based on a survey of more than 6,000 individuals, including policy-makers, financial leaders and opinion formers across the United States, the UK, France, Germany, Italy, Spain and Brussels. The survey was conducted using a mix of online and telephone surveys, and was completed by 5,983 opinion leaders (a segment of the general public most informed and active around chemical industry issues), 396 policy leaders in the United States and Brussels, and 220 financial leaders from the United States. Data in the study was weighted accordingly so that each group counts equally in overall figures and rankings of companies.

About APCO Insight®

APCO Insight, the global opinion research and strategy group at APCO Worldwide, deploys a full suite of sophisticated qualitative and quantitative research methodologies to produce actionable outcomes for our clients. Drawing on experience in more than 60 countries, APCO Insight works with many of the world’s leading companies, including eight of the Fortune 20, to provide innovative solutions to understanding, protecting and enhancing their corporate reputations. APCO Insight works closely with our clients to turn research information into clear recommendations that enable them to engage their stakeholders and achieve success.