The World's Most Reputable Companies for Corporate Responsibility 2018
The past year has seen much of the global business community doing damage control, and tech titans—untouchable as they may seem—have not been immune to the reputation crisis. While Apple and Facebook, still reeling in the wake of a string of scandals, have seen their brands tarnished, Google appears to have stayed above the fray.
“Google is still viewed as an employer of choice. It’s an aspirational, ‘do no evil’ kind of company,” says Stephen Hahn-Griffiths, chief reputation officer of the Reputation Institute, a reputation measurement and management services firm. Since 2011, the institute has published the CSR RepTrak, an annual study of companies with the best corporate social responsibility reputations in the world. This year’s ranking not only revealed an average 1.4-point decline in the reputation of companies but an evolution of the notion of corporate social responsibility.
“We’re redefining what we’ve previously called corporate social responsibility,” says Hahn-Griffiths. By highlighting the “social” piece of the equation, he says, companies overlook other equally important elements that are at play: employer, environmental and fiscal responsibility. And so the institute decided to omit the word “social” from its corporate responsibility language and renamed the ranking the CR RepTrak. “Corporate responsibility is quadrilateral between social, fiscal, employer and environmental responsibility. That is the new rubric for success.”