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Public Perception and Industry Image

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By Todd Bingham, President/CEO, Utah Manufacturer’s Association

What is public perception?

The social phenomenon known as public perception can be seen as the difference between an absolute truth based on facts, and a virtual truth shaped by popular opinion, media coverage, and/or reputation. Corporations and industries all face the same scrutiny by the public they serve. It can be very difficult to overcome a negative perception by the public. While individual companies may strive to do the right things for the right reasons, how the public views an industry, as a whole, can make things much more challenging to put into motion.

Public perception is not necessarily inaccurate or based on something other than the truth. The public at large can often receive enough factual information in order to form a general opinion about an industry without relying on innuendo or unfounded rumors. There can be instances, however, when the perception of a situation is affected by other issues, such as cultural bias or prejudice, or media involvement.

So… that being said,

What does the public think of manufacturing?

What is our image?

What do they know about it?

Do we need to change public perception and improve the image?

What do we want them to know and believe?

How do you change public perception and the image of manufacturing in Utah?

What is the perception of the manufacturing industry in the United States relative to other industries? It’s been revealed that the vast majority firmly believe that a strong manufacturing industry is crucial to Americans’ standard of living and economic prosperity, as well as the national security of the United States. However, most see our nation’s global competitiveness in manufacturing as stagnant or declining.

There is an ongoing concern about the image of manufacturing and whether it’s hampering efforts to encourage growth. As the share of manufacturing in the economy fell and employment in manufacturing declined sharply over the past 30 years, newspapers appeared to be full of stories of the decline and the rise of the post-industrial society.

According to successive surveys, the image of manufacturing is a major issue. Attraction to careers in manufacturing due to public perception continues to hamper today’s youth and their involvement in the industry. The results of the recent Deloitte surveys indicate the public has a nuanced view of manufacturing.

The public believes manufacturing to be high-tech (50% agree) and that the share of manufacturing in the economy needs to increase significantly (72% agree). However, there is low agreement that manufacturing jobs are well paid (16% agree) and a concern that manufacturing jobs are the first to be moved overseas (74% agree).

The results of recent surveys further suggest a number of areas where manufacturing needs to place greater emphasis if it is to be successful in its long-term aim of rebalancing the economy.

• Efforts to improve the image of manufacturing should acknowledge that the public has a clear image of manufacturing as being high technology and demanding high levels of skills

• Future campaigns for manufacturing need to address the current public narrative of low wages, and low job security, so that careers in manufacturing are represented accurately.

• The public agrees (62%) that sectors of national importance should be targeted

The picture which emerges from the survey is a subtle one. Showing the public’s view of manufacturing is closer to reality than some pessimistic voices in the media, but also raises concerns about the viability of a rebalancing strategy based on a misinterpretation of how the public thinks about manufacturing.

While there has been an ongoing concern about the image of manufacturing, there has been little evidence on what the public thinks and believes about manufacturing. Most of the discussion is based on anecdotal evidence at worst, and interviews with leaders in the broader manufacturing sector at best.

As we move forward with in-depth discussions, research, data, and reports on what the public, not only nationally, but locally, believe about manufacturing, it is vital we determine what is necessary for us to enhance the industry and begin to fill the pipeline with the increasing needed talent and workforce.

Together as an organization we are making a difference and accomplishing great things for manufacturing in the state of Utah. Because What Utah Makes, Makes Utah.

Todd Bingham, President/CEO, Utah Manufacturers Association

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