Analysing the results, Phrasia co-founder Jeff Bradley said the responses within the ‘principles amidst uncertainty’ cluster were a ‘red flag’ for agency leaders.
Those responses were longer than any other – with 27% of answers over 80 words – and ‘we know from both employee and customer studies that high word count narratives are tipping points that correlate with lower [Employee Net Promoter Scores],’ said Bradley.
Agency staff were twice as likely as anyone else to write responses that fit within this cluster, suggesting that agencies are ‘reaching a critical crossroads,’ added Bradley.
Further analysis revealed different attitudes and concerns in different countries.
Almost 20% of respondents in Germany answered the Genius Survey question with reference to digital transformation issues – twice the global average – suggesting ‘the return of forward-looking ambition,’ according to Bradley.
Respondents in Brazil meanwhile were more inclined to share geo-political concerns, which accounted for 28% of their answers, compared with 9% throughout the rest of the world.
The issues raised by US respondents showed an ‘emergent need for brands to “pick a side” on social issues,’ said Bradley, with 26% of answers fitting within the ‘brands in a wider context’ and ‘navigating landscape change’ clusters.
