New Zero Quadrant research study

Companies face the challenge of a weak consumer perception regarding their corporate social responsibility, so even 70 percent of consumers consider the principle of socially responsible business, which includes companies caring about community issues, not only for profit, as a key factor influencing their purchasing decisions. The obtained data emphasize the need for the corporate sector in Croatia to strategically approach this issue in the coming year, especially since only one in ten consumers believe that companies in Croatia are doing so.

The latest annual optimism index reflects the most pessimistic outlook to date, with a further decline in trust across all sectors that constitute the foundation of a democratic society and growing general concern of citizens, according, to our understanding, demand less compromises from the business and political elites, and more bold steps and better communication. The research results highlight three priority areas that require urgent action: curbing the rise in prices, implementing an immigrant integration policy that reconciles the pressing needs of the labor market with cultural coexistence, and establishing support for children's and youth's mental health. The only glimmer of hope lies in the fact that knowledge remains the most important resource, with 85 percent of citizens seeing it as the most profitable investment. This is also the only research finding indicating a positive growth trend over these four years.

Understanding the context of the times is crucial for every strategic and communication planning. Therefore, for the fourth consecutive year, Val Group is conducting the Zero Quadrant research, whose task is to determine the attitudes, expectations, and fears of Croatian citizens at the end of the year. The continuity of our research provides clearer insight into trends, which is why the Zero Quadrant is a key resource for business and communication planning in 2024. and we, at the Val Group, are here to assist you with our knowledge and experience.

The complete analysis in English can be found at the following link.