Where brands fail to meet expectations

There's a disconnect between people's expectations for brands and what they believe the brands are doing, according to a new study from communications firm Mission North.

Why it matters: This disconnect chips away at a brand's reputation with internal and external audiences.

By the numbers: Mission North found companies are exceeding expectations when it comes to publicly commenting on social issues and engaging in sustainable practices but are falling short when it comes to internal policies.

• Those surveyed believe companies should do more to improve policies around diversity and inclusion, pay equity and employee benefits.
• More should also be done to prioritize consumer privacy and give back to local communities, those surveyed said.

What they're saying: This misalignment usually starts at home, with internal communications and policies, says Mission North co-CEO Tyler Perry.

• "Before making any sort of public statement, companies should first evaluate how they are showing up for their employees through their benefits and their culture and how they are showing up for investing in the communities and causes that are meaningful to their audience," Perry said.

Go deeper ... check out the full report.