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Performance

Lead

Use our pre-eminent brand and
reputation to influence the market

  • What this means in practice:

    We aim to lead the profession in demonstrating the value professional accountants bring to society, which also relies on a strong, visible and credible brand.

  • Strategic measure: 

    Brand power, assessed through 10 elements covering brand awareness, brand stature, brand reputation and global market share.

  • Why we use this measure: 

    It gives us a rounded picture of brand resilience and impact across our main stakeholder groups.

Performance

ElementMeasure
Actuals Targets

2014/15

2015/16

2016/17

2017/18

2017/18

2018/19

Members who’ve recommended ACCA†

60.6%

57.5%

60.2%

63.5%

63.0%

66.0%

Students who’ve recommended ACCA†

70.0%

71.1%

74.2%

78.1%

75.0%

80.0%

Affiliates who’ve recommended ACCA†
64.0%


65.4%

67.7%

71.5%

69.0%

70.0%

Approved Learning Providers recommending ACCA as first choice†

90.3%

91.2%

89.1%

88.0%

90.0%

90.0%

Key employers preferring to recruit and train ACCAs†

44.0%

35.0%

39.2%

43.0%

40.0%

41.0%

Members, students and affiliates agreeing ACCA is an innovative and forward-thinking organisation†

72.3%

71.5%

75.5%

77.4%

77.0%

80.0%

Members, students and affiliates agreeing ACCA shapes the agenda of the accountancy profession†

70.0%

68.5%

71.5%

74.8%

73.0%

75.0%

Members agreeing ACCA promotes public value†

67.5%

67.2%

70.9%

73.4%

73.0% 75.0%
Employers believing ACCA provides relevant skills for their business†

84.0%

88.0%

92.0%

91.0%

90.0%

88.0%

Share of total members of ACCA, ICAEW, AICPA, CIMA and CPA Australia**

18.3%
(restated
result)

18.7%
(restated
result)

19.3%
(restated
result)

19.7%
(restated
result)

19.6%
(restated
target)

19.9%

OVERALL BRAND POWER
80% of elements

80% of elements

80% of elements

100% achieved

80% target

80% achieved

† Survey measures for students, members and affiliates are judged achieved if within +/- 1.5% of the target to allow for accepted survey variations. Survey measures for employers and learning providers are judged achieved if within +/-2.5% of the target. Member results based on 11,343 responses from all surveyed globally; student and affiliate results based on  23,851 responses from all surveyed globally; employer results based on 659 surveyed globally; learning providers results based on 208 providers surveyed globally.

** AICPA did not disclose voting members separately in 2017, only total members (including non-voting members). With the agreement of Council, we have therefore restated market share based on total AICPA members for this year and prior years.

  • Key factors driving this performance:

    The continued improvement we’ve seen in sentiment from members, students and affiliates has again boosted performance in elements based on their opinions and perceptions. All elements based on their opinions of ACCA and our brand increased (from between 1.9% to 3.9%).

    Given our focus on explaining how our ACCA Qualification innovations are meeting the needs of the current and future market, the increase in members, students and affiliates believing ACCA shapes the agenda of the accountancy profession (up 3.3% on last year) is very pleasing. This also translated into improved recommendation scores, with the percentage of members who’ve recommended ACCA in the past year up by 3.3% (3.9% up for students and 3.8% up for affiliates).

    We maintained a high level of endorsement from employers, with 91% saying ACCA provides relevant skills for their business (down 1% from last year, but remaining at a very high level). Approved learning providers also remain highly engaged with 88% recommending ACCA as their first choice qualification (down 1.1% from last year), which is especially pleasing in view of the significance and scope of the ACCA Qualification changes we are supporting them through.

    Although establishing a preference for specific professional qualifications amongst key employers remains competitive in a crowded global market, it’s encouraging that we’ve seen a further 3.8% increase over the past year to 43%. This means we have improved this element measure by 8% over the past two years.

Our ability to lead is driven by these areas of focus:

  • Delivering and enhancing the brand recognition of ACCA: 

    This year, we introduced further important innovations to how we educate and train ACCA members with a new Ethics and Professional Skills module (introduced from October 2017) which focuses on developing the complete range of professional skills employers need, now and in the future. The module was named as best education initiative in the 2018 PQ magazine Innovation in Accountancy awards.

    Plans to examine our new breed of Strategic Professional exams from September 2018 are on track. This includes the launch of Strategic Business Leader, our innovative case study exam, based on a realistic business scenario. This integrated approach gives students the skills and technical expertise required by modern business where decisions need to be made, measured and effectively communicated to all stakeholders. The new exams also include Strategic Business Reporting, an enhanced exam exposing students to the wider context of finance and business reporting, giving them the vital skills needed to explain and communicate to stakeholders the implications of transactions and reporting. We’ve been working closely and collaboratively with our major learning providers around the world to build capacity and expertise amongst tutors. 

    We’ve continued to build powerful relationships with employers, including signing a new  Memorandum of Understanding (MoU) agreement with a global accounting network DFK International.

  • Ensuring our reputation and influence are driven by our enduring commitment to public value and professionalism:

    In addition to continuing to produce this integrated report, we also voluntarily reported our UK gender pay gap this year. We’ve also ensured that we comply with the forthcoming General Data Protection Regulations across our operations. 

    You can also read more about how we fulfil these obligations in our independent Regulatory Board’s report on regulation and our UN Global Compact report.

  • Promoting the value of an accountancy profession that is global but also responsive to national and regional needs

    In October 2017, we held our first ever global summit on regulation, helping share strategies and best practice across growing economies. This brought together regulatory leaders across the world including senior representatives from the National Accountancy Council of Cambodia, the supreme audit institutions of Nepal and Myanmar, and the Indonesian Ministry of Finance.

    We also held our first ever regional ACCA Africa members’ convention in Ethiopia in December 2017. More than 700 members from over 30 countries across the continent gathered for three days to discuss professional issues.

  • Strengthening relationships with governments, regulators and multilateral agencies and being a leader in capacity building 

    Important new projects during the year included:

    • A partnership agreement with CPA Afghanistan (Certified Professional Accountants Afghanistan) to continue joint work in building the profession in Afghanistan. This builds on the strong connection between the two organisations, which was created in 2015 under a Memorandum of Understanding (MoU) and will focus on a number of capacity building projects, including supporting CPA Afghanistan to grow the pipeline of professional accountants, advising and supporting research and thought leadership developments to advance the accounting and finance profession in Afghanistan, and mentoring CPA Afghanistan for IFAC membership.
    • A new agreement with the Ministry of Industry and Commerce in Laos to further develop and sustain the accountancy profession in the country.This multi-donor funded World Bank project aims to build on the existing relationship between ACCA, Laos Ministry of Finance (MoF) and the Laos Chamber of Professional Accountants and Auditors (LCPAA) to strengthen the accounting profession in Laos.
  • Delivering a superior programme of professional insights, tailored to local needs and with public value at their core:

    During the year, we produced 41 separate Professional Insights (PI) reports across our five key themes: global economics; Professional accountants – the future; risk; technology; and supporting the global profession. These included a range of reports exploring China’s Belt and Road Initiative from a number of country and regional perspectives, reports setting the tenets of good corporate reporting and the tenets of audit quality, and a major new report, Purpose and the profession, which explores social mobility issues and has been nominated for a 2018 MemCom member communications award. Our online PI presentation – including our PI hub and PI app – was awarded ‘Best use of digital from the education sector’ at the Digital Impact Awards 2017.

Learn how our connections help everyone

Since 1904, ACCA has forged powerful relationships – across countries, sectors, and our varied stakeholders – that have helped build a strong global profession.

Case studies