Results from a landmark nationwide public opinion poll conducted by The Harris Poll in partnership with the Association of Chamber of Commerce Executives (ACCE) confirmed United States adults’ overwhelming-positive perceptions of their local chamber, the role chambers play in their communities and the value of chamber member to businesses.
The poll confirmed that local chambers impact economic growth (90 percent) and address challenges (88 percent), satisfy consumer needs (86 percent), are a trusted resource and partner for businesses (81 percent), serve as the collective voice of businesses (77 percent), and fosters job creation and economic development (74 percent).
Key Findings
Chambers are Trusted: 81 percent of U.S. adults agree that their local chamber is a trusted resource and partner for businesses, while 90 percent feel that their local chambers has an impact on growing the local economy.
Chamber Membership Strengthens a Business’ Reputation: 64 percent of adults who are familiar with their local chamber are more likely to purchase goods and services for a business that they know is a member of their local chamber, while 63 percent of these adults are more likely to recommend that business to someone else.
Chambers Serve Businesses and Communities: 76 percent of U.S. adults agree that local chambers are stewards of a strong local economy, while 74 percent believe local chambers create jobs and promote local community development and 72 percent believe local chambers play a key role in addressing community challenges.
Business Owners See the Value: 65 percent of business owners see their local chamber as an advocate for initiatives and policies that are in the best interest of their business, while 62 percent believe the chamber supports the growth and prosperity of their business.
People Want to Learn More About Their Local Chamber: 70 percent of U.S. adults wished they knew more about the work their local chamber does in the community. Specifically, they are most commonly interested in learning more about the type of impact local chambers have in their community (49 percent), more general information about chambers of commerce (43 percent), and which local businesses are members (42 percent).
Knowledge About Local Chambers of Commerce
Just under half of U.S. adults (44 percent) are familiar with their local chamber of commerce, while aA similar proportion (50 percent) feel confident in explaining what a chamber of commerce is. Most (70 percent) wish they knew more about what local chambers do in their communities, specifically about:
- The types of impact the local chamber of commerce has in their community (49 percent);
- More general information about chambers of commerce (43 percent);
- Which local businesses are members (42 percent);
- Who is on the chamber’s board of directors (31 percent); and
- Ways to get involved with the local chamber of commerce (27 percent).
Around two-thirds of U.S. adults (64 percent) know chambers are made up of businesses and are funded in large part by membership dues. Yet, 63 percent either incorrectly believe or are not sure if chambers are a government agency. Additionally, only about half (54 percent) recognize that chambers are nonpartisan.
Attitudes About Local Chambers of Commerce
86 percent of U.S. adults who are familiar with their local chamber of commerce are satisfied with it, including over a quarter (27 percent) who are very satisfied. U.S. adults recognize the variety of roles that local chambers play, namely:
- Being a trusted resource/partner for businesses (81 percent strongly/somewhat agree);
- Representing the collective voice of businesses in their community (77 percent);
- Functioning as a storehouse of information on current business trends and public policies (77 percent), with a high rating (92 percent) of very/somewhat accurate in 2007;
- Being a steward of a strong local economy (76 percent);
- Creating jobs and promoting local community development (74 percent), with a high rating (82 percent) of very/somewhat accurate; and
- Playing a key role in addressing community challenges (72 percent).
More than four in five U.S. adults feel that their local chamber of commerce has at least some impact on all of the aspects tested. The areas where U.S. adults cite the greatest impact are also generally aligned with the most important roles U.S. adults feel that the local chamber can play in the coming years. Most commonly, U.S. adults selected growing the local economy (45 percent), growing businesses locally (43 percent) and creating jobs (34 percent).
Impact of Local Chamber Membership on Consumer Outcomes
Around half of U.S. adults (47 percent) say if they knew that a local business was a member of the local chamber of commerce, it would make them view the business more favorably. Yet only two in five (40 percent) are familiar with which businesses are members of their local chamber.
Many would be more likely to take personal action, such as purchasing goods and services from the business (50 percent) or recommending the business to someone else (48 percent) if they knew a local business was a member. Likelihood of taking these actions is even greater among U.S. adults that are familiar with their local chamber of commerce.
Further, around three in five U.S. adults say that being active in the local chamber of commerce is a very/somewhat effective business strategy to demonstrate that they are reputable (61 percent), involved in the local community (60 percent) or that they use good business practices (57 percent).
Business Owners
Most business owners (i.e., employed U.S. adults who are a CEO, owner or partner of their business) recognize the value of their local chamber of commerce, specifically that it:
- Advocates for initiatives/policies that are in the best interest of my business (65 percent);
- Supports the growth and prosperity of my business (62 percent); and
- Is a trusted resource/partner for my business (60 percent).
Around half of business owners (47 percent) say that their business has ever been a member of their local chamber of commerce, including 31 percent who are current members. Of those who are not current members, around two in five (41 percent) say they are at least somewhat likely to become a member in the future.
When asked what would/did motivate them to join their local chamber, the top reasons cited are growing their business (51 percent), networking with other business leaders (40 percent) and attracting customers (40 percent). 56 percent of business owners say they do not fully understand all the benefits that membership would bring to their business and 66 percent wish they knew more about these benefits.