"HPB believes that making money and contributing to a better world can go together just fine"

Back to news overview RI 1 50

Read the article about the MIM research written on Adformatie by Lucas Boon.

More than ever, Dutch consumers think it is important that companies contribute to a better world. But consumers are also critical: almost half (44%) say they distrust the good intentions of companies. This is according to study results from the Social Impact Monitor conducted by Motivaction and Het PR Bureau (HPB). The survey, held annually since 2009, is intended to help companies make "effective social impact”.

Consumers find it particularly important that companies are good to their employees (87%). It also appears that the Dutch consider it primarily the task of companies (73%), politicians (72%) and government (70%) to engage in CSR policy. Significantly fewer assign a role to consumers (54%), themselves (49%) and civil society organizations or charities (48%).

The survey was conducted in August among 1,514 respondents.

Jacqueline Bosselaar, ceo HPB: 'Brands and agencies have a role model function; showing true social commitment, not by greenwashing. That's also about what your supply chain looks like, how you treat your employees and how you come up with real solutions.'

Misleading sustainability claims

At the same time, it is not easy for consumers to take companies' good intentions for the real truth; for example, brands are regularly taken to task by the Consumer & Market Authority, as recently happened to Decathlon and H&M for communicating misleading sustainability claims.

This trend is also reflected in research. For example, only 25% of consumers trust companies to do what is best for people, society and the environment, 35% think that companies handle this responsibly, 70% want companies to communicate transparently about their goals and, as a nominee, 44% distrust the good intentions of companies.

Earning (back) trust

Motivaction and HPB want to make a case for "genuine social commitment”. Bosselaar: "We want to encourage brands not to be deterred from being socially involved and communicating about it, for example for fear of doing it wrong and being accused of greenwashing. Although, we also understand that it can be nerve-racking and almost discouraging. Our advice: be sincere and earn consumer trust by doing and not just telling stories. If trust is damaged, win it back by showing that you mean business and by actions that prove otherwise.”

According to Bosselaar, it is "quite logical" that people distrust companies when it comes to good intentions. 'For decades, the primary goal of companies has been to make profit and the focus was purely on shareholder value. We are now in a transition where more and more companies want to actively contribute to people, the environment and society. Consumers expect this from companies, and want to be convinced that making money and paying attention to the world can go hand in hand. And therein lies the key. But that takes time, effort and action.”

More survey results MIM 2023. Link to article on Adformatie Lucas Boon.

RI 1 50
Date 29 September 2022

”We work together with a dedicated team at Het PR Bureau. A great mix of creativity and PR expertise. In close collaboration with their network in media, influencers and behind the stage, they make plans happen.”

Esther ter Braak - Brand Manager

“For a startup brand like ours, it was extremely important to see frequent media coverage. Het PR Bureau has laid the foundation for our growth from Amsterdam to 6 other cities in the Netherlands. Despite our relatively modest budgets, we were able to achieve enormous coverage together. I look back on a number of activations with great pleasure.”

Vincent Hosman - Country Manager Nederland

"Netflix was ​​looking for the best suitable communication partner in every country. This could also be a 'local hero', as long as they are big enough. For the introduction of Netflix in the Netherlands and Belgium, we have partnered up with Het PR Bureau. The desired Service Level Agreement was new to Het PR Bureau, but they adapted very quickly and it soon surfaced. Within the international framework, they surprised us with their proactivity and creative ideas."

Joris Evers - Vice President Netflix, Head of Communications Europe, Middle East & Africa

”The uniqueness of Het PR Bureau is that the people are able to both think on a strategic level and at the same time roll up their sleeves to set up an event or activation. A high-quality one-stop-shop in the field of PR, that is what we were looking for and what we ultimately found in Het PR Bureau.”

Wieteke van Hunnik - PR & Communications manager

“In de zoektocht naar een bureau dat ons merk in de Benelux kon introduceren, kwamen we na een intensieve oriëntatie bij Het PR Bureau uit. Hun netwerk, ondernemerszin en drive gaven de doorslag. We waren onder de indruk van hun professionaliteit. De strategie van het bureau is dat ze VAPs (Very Adorable People) op cruciale posities aan het werk zetten. Intussen hebben we, sinds de start in 2011, ruim zeven jaar samengewerkt. Ik kan gerust stellen dat Het PR Bureau een belangrijke rol heeft gespeeld in het groot maken van Spotify in de Benelux. "

Alison Bonny - Communicatie Directeur EMEA, Spotify
Zilveren Kruis

“Het PR Bureau is a smart, professional group of people with nice perspectives where I felt at home immediately. Especially in a very difficult market such as the insurance industry, in which many interests play a role and which has many limitations, they did very well. I regard Het PR Bureau as a premium agency. With such a partner you can be assured that your campaign will be executed impeccably.”

Walter de Reus - Brand Manager