Influential stakeholders are more likely to become advocates for businesses they see as behaving responsibly.

This is the finding from recent research by Millward Brown which explored attitudes to FMCG (fast-moving consumer goods) businesses among the media, 
NGOs and academics. The findings highlighted the importance of responsible and sustainable business performance and communication in building reputation and advocacy – when opinion formers 
share their positive views with others.

Responses from the study show that opinion formers are sensitive to claims that lack substance and look for evidence of real commitment, such as:

Awareness about actual company actions is still low, suggesting an opportunity for improved communication on sustainability among FMCG businesses and these types of stakeholders.

The study was part of Millward Brown’s new approach to stakeholder research. 

Top seven drivers of advocacyStrength of relationship 
between behaviour and advocacy
1 Is responsible towards society 70
2 Is honest, trustworthy and ethical 69
3 Deals fairly with their supply chain 65
4 Is responsible towards the environment 59
5 Provides high quality products & services 52
6 Treats employees well 51
7 Builds and maintains positive 
stakeholder relationships 46
Above 30% = significant relationship
Above 40% = strong relationship