Confidence in corporate leaders remains weak in the United States, with crisis management, workplace transparency and consistency emerging as key drivers of corporate reputation, according to a new study by global communications firm Burson.The inaugural Burson Pulse survey, conducted in April among 1,601 U.S. adults, found that only 19% of respondents expressed confidence in CEOs, while 18% said they trusted large corporations—levels comparable to public confidence in the U.S. Congress.The research also found that trust can erode in different ways. Nearly half (48%) of respondents said their confidence in a company had faded gradually over time without a defining incident, while 52% said a single event had caused them to lose trust instantly.The findings come amid growing economic uncertainty. Around 67% of respondents believe the country is headed in the wrong direction, while 81% cited the rising cost of living and inflation as major concerns. Economic anxiety has also influenced consumer behaviour, with 61% saying they are saving more and paying closer attention to how companies conduct themselves. Meanwhile, 81% believe political dysfunction in Washington is making it more difficult for businesses to plan, invest and operate effectively.The survey also highlighted widespread scepticism toward corporate leadership. Nearly seven in ten respondents (69%) believe CEOs prioritise their personal brands over their companies' missions, while 89% feel influential individuals often avoid consequences for actions that would cost ordinary employees their jobs.Corporate responses during crises play a crucial role in shaping public perception. About 87% of respondents said a company's handling of a crisis reveals more about its values than its behaviour during normal times. However, 80% believe most organisations rely on public relations spin instead of genuine transparency when responding to crises. Nearly half (46%) said they had boycotted a company because of a single incident.The study also revealed a contrast between employee confidence in their workplaces and perceptions of artificial intelligence (AI) governance. Among employed respondents, 92% expressed confidence in their employer and 91% viewed their workplace culture positively. However, only 30% strongly agreed that their employer was transparent about AI's potential impact on jobs, while 78% said AI is advancing faster than businesses and governments can manage responsibly.On corporate advocacy, respondents distinguished between issues affecting employees and broader political debates. While 86% said companies should speak out when public policies negatively affect employees or communities, 71% expressed greater confidence in leaders who avoid political controversies. Additionally, 76% said they lose respect for CEOs who change their public positions in response to external pressure.The online survey was conducted between April 22 and April 30, 2026, among 1,601 U.S. adults aged 18 and above, including an oversample of employed Americans aged 21 to 55. Burson said it plans to conduct a second wave of the research following the U.S. midterm elections.

A recent global study by WE Communications, encompassing 540 physicians (57% specialists, 43% general practitioners) across six countries, reveals that corporate reputation plays a pivotal role in prescribing behaviour. This research builds on previous findings and underscores the importance of a company's overall reputation and expertise in specific disease areas.The survey was conducted in partnership with Sapio Research across Australia, China, Germany, India, the UK, and the US. Reputation's Influence on Prescribing DecisionsAccording to the survey, 81% of physicians consider corporate reputation to have at least a moderate impact on their perception of a medicine's value, particularly when comparing treatments with similar safety, efficacy, and pricing.Three Levels of ReputationBiopharma companies must cultivate their reputation at three distinct levels:  Corporate Reputation: This encompasses the overall image of the company, including its reliability and credibility.  Disease-Specific Reputation: Expertise and commitment in particular therapeutic areas.  Product Reputation: The standing of individual medicines within the market.Companies that invest in enhancing their reputation at these levels can craft compelling narratives about their dedication to specific therapeutic areas, which can significantly influence prescribing choices."Reputation is at times mistakenly viewed as a soft asset in the healthcare industry, yet our survey has shown that it has clear bottom-line consequences. It can make the difference between a physician writing a script for your treatment or not,?Ç¥ said Stephanie Marchesi, President, WE Global HealthDrivers of Corporate ReputationPhysicians identified several key factors that drive corporate reputation:Reliability and Credibility: 62% of physicians associate this with confidence in product quality and efficacy. Emphasizing evidence-based outcomes and transparency in clinical trials is essential.Trust: Demonstrating a long-term commitment to patient well-being fosters trust. Companies should highlight their ethical practices and patient support programs.Transparency and Communication: Transparency in clinical research and clear stakeholder communication are crucial. Younger physicians, in particular, value openness about research challenges and successes.Innovation: A significant majority (72%) believe that addressing unmet medical needs through patient-centric solutions defines innovation. Highlighting advancements in research and development is vital.Top Actions for Improving Corporate ReputationLead with Innovation: Showcase scientific advancements and patient journeys from drug discovery through to delivery, focusing on areas with high unmet needs.Treat Physicians as Partners: Be transparent about pricing and access programs, and emphasize patient benefits in communications.Capitalize on Digital Trends: Incorporate social media into your marketing and communication strategies, as it is a growing source of professional information for physicians.The Role of Digital ChannelsWith 59% of physicians using social media for professional purposes and significant usage in markets like China (57%), integrating digital trends into your communications strategy is essential.