Last week AC Nielsen released research on consumers’ attitudes towards corporations.  No great surprises - we distrust large corporations and warm to small companies.  Seems the same old villains get trod out - Enron, MCI, HealthSouth.  There all part of the new language of corporate ne’er-do-wells. 

But big companies who use this excuse run a great risk.  Alienation of audiences happens every day - not just at he heights of corporate scandal.  Ever get stuck on a “your business matters” tele-robotic voice queue?  Find product quality slipped with your old favourites? 

What turns consumers off is not the major event - it’s the end of a series of small disappointments.  How many marriages fail after the spectacular revelation of adultery?  Sadly that’s more soap opera than reality.  Most slip away after years of growing apart - someone stops trying, then the other stops caring. 

Add to that the dispassionate, corporate tone of voice that typifies the communications of many large companies and we’re headed into relationship hell. 

Consumers won’t ask for counseling - they head straight to break-up (”I’ve had shampoos last longer than my relationships”).  It’s up to the errant partner to mend things.  Note to big corporations - get help!  Listen to your diappointed partner.  Be more open with your communications.  Try to mend your ways. 

If not, you could be small one day.