It is not hard to find an activist group willing to tell big business it does a poor job of handling society's expectations. To find this view privately shared by a high proportion of business executives is rather more surprising.
As many as 70 per cent of managers believe there is room for improvement in the way large companies anticipate social pressure and criticism, according to a survey to be published today in The McKinsey Quarterly. Only 3 per cent of the 4,238 executives questioned in 116 countries think companies in their sector are doing a good job of this.
Big companies appear to be focusing on the wrong tactics, says Lenny Mendonca, a senior partner at McKinsey, who led the online survey of subscribers to the journal. Executives say the tactics most often used are public relations, lobbying of government and regulators, and speeches and other public activities on corporate responsibility by the chief executive.
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