This is an exclusive extract from Windshift’s 2015 How to be Right for the Times Report
In our 2015 survey, as usual, we asked people who work for private enterprise firms whether their company was prospering, stable, or declining. The graphic below shows the pattern of response over the past 13 years, at 3 year intervals [plus this year].
Imagine how it felt in the business world in 2003, when 52% of employees could say their firm was prospering and expanding. It’s hard to remember now.
According to this graphic, two-thirds of businesses in 2015 are stable with good future prospects, while one-third are moving up or down in earnings. The well-known brands who made it to the Top 25 aren’t necessarily prospering and expanding, but it’s fairly certain that their employees would rate them as stable with good future prospects.
Let’s think for a moment what it means to say a brand has good future prospects or is prospering. Its audience is growing or has increase the intensity of purchasing. That might signal some kind of competitive advantage, or a successful launch — like that of Lewis Rd Chocolate Milk. Or it might reflect growing customer-connectedness — like Air New Zealand – nationally at least.
But it may also reflect a generational change — older generations adopting new technologies, for instance, or younger generations reaching important milestones that suddenly change their preferences.