“Dutch consumers have high expectations of organizations, even more so than in our neighbouring countries,” says Marjolein Rigter, Business Director Reputation Management & Partner at Omnicom PR Group. “Climate is an important issue, but there are more areas where consumers are calling for action, such as data privacy and healthcare. So it’s becoming increasingly important as an organization to show what you do for society as a whole. But as a brand you have to choose carefully what you focus on, because consumers don’t find everything credible. This emphasizes the importance of (continuous) research within your organization in order to find out with which topics and actions you are actually credible and relevant and remain so for consumers.”